n business - 株式会社グローバルニュートリショング … · 2016-01-29 · it’s a...

N e w N u t r i t i o n

B U S I N E S Swww.new–nutrition.com January 2016 iSSn 1464-3308Volume 21 number 4

T H E J O U R N A L F O R H E A L T H Y E A T I N G , F U N C T I O N A L F O O D S & N U T R A C E U T I C A L S

Pages 18-20Pages 9-11 Pages 13-15

Continued on page 3

Are we at peak Fairlife? It’s a year since Coca-Cola launched its Fairlife high-protein, low-sugar ultra-filtered milk. The company’s big ambitions for the brand were made very clear. Among the statements made by the company and widely quoted in the media were that:

• Fairlife will “rain money” – this attributed to Coca-Cola’s Sandy Douglas.

• Fairlife is planned to go into “every fridge in America” – this attributed to Steve Jones, CEO of Fairlife.

So, a year later, how has Coca-Cola got along with a new product which it said at launch had the potential to “take milk where it’s never gone before”?

Fairlife has achieved first-year sales of $62 million (€57 million) across all types of outlet, from convenience stores to supermarkets, according to IRI data. That’s a number that most businesses would be happy with, but for a giant like Coca-Cola it’s unlikely to be enough, especially as it equated to a market share of just 0.36%, which puts Fairlife a long way from the ambition of being in every fridge in America.

Does this sales number perhaps signify that Fairlife is on just the first step to achieving mass-market success? Perhaps it is, but given the huge marketing investment Fairlife has had in its first year, we stand by our judgement from last year: for Fairlife, the future is as a

“big niche” brand and its sales peak is not far away.

Fairlife has some good features:• a higher protein content (13g per

240ml vs 8g for ordinary milk) • lactose-free• half the sugars of regular milk (6g

compared to 12g)

But tens – perhaps even hundreds – of high protein dairy drinks have already been launched by dairies large and small, making Coca-Cola a late arrival at the protein drink party.

Most products on the market target sports recovery, weight managers and teenage males and deliver hefty doses of protein – typically 20g-25g per 250ml, compared to Fairlife’s 13g.

Clearly, Coca-Cola is trying to attract new consumers to protein. At launch the company said it was aiming for: “Household mothers and women ages 25-39 who are looking for better, more nutritious choices for their families.”

Does Fairlife have enough of a point of difference to become the transformative success that Coca-Cola’s comments seem to suggest they are aiming for? We think not. Here are a few of the challenges Fairlife faces:

1. Focuses too much on the technology. “Ultra-filtered milk”, it says prominently on the Fairlife website in communications for the brand. Consumers don’t know or care about technology – and when they do pay an

The unstoppable rise of A2 milk

Skyr takes a tripARLA SKYR IN THE UK Birch water brand taps into growing plant-water category

January 20162

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LEAD STORY

1,3--4 Are we at peak Fairlife?

EDITORIAL

5 A weird tea drink that’s bubbling up

6 Lab-grown meat risks creating a dietary underclass

7-8 The long slow decline of the juice and smoothie business

9-11 The unstoppable rise of A2 milk

12 Can newspapers predict obesity?

CASE STUDIES

13-15 DAIRY: Skyr takes a trip

16-17 START-UP Sales soar for savory yoghurt pioneer Sohha

18-20 BEVERAGE: Birch water brand taps into growing plant-water category

21-22 START-UP: Probiotic pioneers tackle positioning challenge

NEW PRODUCTS23-27 Functional & healthy-eating new

product launches

IMPORTANT NOTICE

28 A polite reminder to our subscribers

REPORTS

29 Ten Key Trends 2016

30 Consultancy

HOW TO SUBSCRIBE

31 Case Study Order Form

32 Subscription Order Form

A2 Milk .......................................... 9,10,11Alpro ........................................................ 8Arla Cheasy ...................................... 13,14Arla Skyr ...................................... 13,14,15Asda ....................................................... 15Blue Hill Yogurt ..................................... 16Callaghan Innovation .............................. 6Coca-Cola ....................................... 1,3,7,8Cultured & Saucy .................................. 21Danone ................................................. 7,8Edeka ..................................................... 15Evian ........................................................ 7Fair Oaks Farm ........................................ 3Fairbrae Milk ......................................... 11Fairlife ................................................ 1,3,4Fonterra .................................................. 11Food and Brand Lab, Cornell ............... 12Heinz ........................................................ 8Innocent ........................................... 7,8,19

Instagram ............................................... 19IRI ............................................................ 1Jersey Gold A2 ....................................... 11Kaufhof ................................................. 15Kaufland ................................................ 15Metro ..................................................... 15Monster .................................................... 8MooBoo ................................................... 5Morrison’s .............................................. 15Muller Dairy .......................................... 10Nestle Pure Life ....................................... 7Nordic Koivu ......................................... 18Nutri Centre .......................................... 19Nutricia ................................................... 8sOcado .................................................... 15Onken .................................................... 15PepsiCo .................................................... 8Planet Organic ....................................... 19Quorn ...................................................... 6

Red Bull ................................................... 8Revital .................................................... 19Rewe ...................................................... 15Sainsbury’s ............................................. 15Sealand Birk ................................. 18,19,20Sohha Savory Yogurt ........................ 16,17Sourced Market ..................................... 19Sun Latte .................................................. 3Tapped ...................................... 7,18,19,20Tesco ...................................................... 15Tropicana .............................................. 7,8Twitter .................................................... 19Vita Coco ................................................. 7Volvic ....................................................... 7Waitrose ................................................. 15Whole Foods Market ......... 16,18,19,20,22

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Continued from front page

interest it’s usually to tell industry that they want something “less processed”. The consumer wants health benefits they can understand and taste. Majoring on telling the consumer about the production technology creates no value in the mind of the consumer.

2. The technology is not an advantage and the product is easy to copy. So many of Fairlife’s communications have mentioned “ultra filtration” that it even got a mention in the Wall Street Journal. But ultra-filtration has been around for a long time and Fairlife could quickly and easily be copied. In fact, an almost identical product to Fairlife, called Sun Latte, has been on the market in New Zealand since 1995. It has the same nutritional profile and benefits.

3. Premium price for liquid milk = niche sales. Fairlife was launched at a 100% price premium to regular milk. Consumers will happily pay premiums for value-added dairy products of all kinds, but for a liquid milk, they think twice. Value-added milks’ failure rate is above 95% and when they survive rarely do they have more than a 3%-4% share in most markets. Family users with average incomes and high usage of milk not only don’t pay premium prices for pouring milk, they actively seek the lowest price.

If the company’s marketing communications are to be believed, Coca-Cola thinks it can reinvent milk. And being Coca-Cola it isn’t happy with creating a premium-priced lifestyle brand – with the launch of Fairlife it appears to believe that it can create a mass-market success.

We think that at best it can take it to a niche – a big niche admittedly, worth perhaps $150 million (€138 million) in sales (or 1% of America’s milk market). Most companies would be very happy with that result. Whether Coca-Cola’s volume-obsessed management would feel the same, however, is another question.

NEW NUTRITION BUSINESS 2

Caption: Some dairy companies have begun to use low-lactose as a way to deliver lower sugar content. The most recent example is Coca-Cola’s launch of Fairlife, a high-protein milk which is also lower sugar thanks to the use of low-lactose milk.

TABLE 1: NUTRITION SNAPSHOT FOR FAIRLIFE

ABOUT FAIRLIFE

Fairlife is produced by Fair Oaks Farms Brands, a company in which Coca-Cola’s Venturing & Emerging Brands unit took an undisclosed “ownership stake” back in 2012. Coca-Cola already distributes a sports-oriented protein drink called Core Power which is produced by Fair Oaks Farms.

Distribution is handled by Coca-Cola’s Minute Maid chilled juices business and is largely in mainstream grocery stores. “The product performed well in Denver and Minneapolis and added value as we anticipated in households looking for better nutrition for cereal and coffee,” said Anders Porter, director of communications for Fair Oaks. “When compared with other value-added and organic milks, it offers more as far as real food nutrition and great taste.”

Fairlife advertising

January 20164



CHART 1: FAIRLIFE – PRICING COMPARISON (PER 1.89L)

$2.97 (€2.65) $3.28 (€2.93) $3.48 (€3.11)

$3.78 (€3.35) $3.94 (€3.50) $4.00 (€3.58)

$5.41 (€5.11)

$9.56 (€8.54)

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Almond Breeze Silk Rice Dream Lactaid reg 100% Lactose

Free

Parmalat reg milk

So Delicious Coconut

Fairlife Califia Almond milk

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Fairlife has invested in a significant sampling effort FAIRLIFE HAS INVESTED IN A SIGNIFICANT SAMPLING EFFORT

CHART 1: FAIRLIFE – PRICING COMPARISON (PER 1.89L)

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A weird tea drink that’s bubbling up

In our industry you can almost guarantee that when someone says a new product idea is too strange, too weird, too niche or “just a fad” it will definitely become a big success.

Debuting in Taiwan in the 1980s, bubble tea recipes usually contain a base of tea (black, red or white) base mixed with fruit or milk. Most bubble teas come with the addition of small chewy tapioca balls, often referred to as “pearls”.

There are many variants of the drinks, and many ingredients added. Many recipes are purely dairy, or dairy-and-fruit based. Delicious and satisfying, bubble tea has been described as “like a quirky snack and drink in one”.

The bubble tea phenomenon spread throughout Asia to New Zealand and Australia, then North America, before recently landing in Europe, in France and the UK.

You wouldn’t imagine you could put Asian bubble tea and Scotland together in the same sentence, but my daughters – both fans of bubble tea after living in New

Zealand and France – recently discovered a bubble tea outlet in Glasgow, with a healthy line of people waiting to be served. In common with every other major city, Glasgow has a healthy percentage of food explorer consumers, well-educated, higher-income people and their families, willing to experiment with cool new products and willing to pay a premium price for things that are interesting and (a bit) healthy. It also has a large student population – many of them Asian.

Mooboo – the store in Glasgow – is part of a Taiwanese chain that’s quietly building a presence in the UK (it already has 12 outlets in major cities). And there are many other bubble tea chains – from South Korea and Hong Kong – with around 30 outlets between them that are also expanding in the UK and introducing young people to the bubble tea habit.

Often what turns a fad into a trend is when companies choose to do exactly this – invest in creating a market that didn’t previously exist.

When something develops as a café or

restaurant or other food-on-the-go habit it can then develop into a supermarket product. That’s where bubble tea, we predict, will go within the next five years.

Right now bubble tea falls into one of those categories that is dismissed with the “we can’t see that working here” phrase so often used by mediocre managers.

But bubble tea is no more strange or weird than any of the other successful ideas of the last 30 years that have originated in Asia, such as energy drinks, probiotic dairy products, plant milks (like soy and coconut), sushi – and in fact dozens of “regular foods” from noodles to curry, which now form an everyday part of the diet in metropolitan centres in the West.

Older consumers might not adopt bubble tea, but teens and 20-somethings will and – even if it’s only as an occasional indulgence – they will take the habit with them into adulthood.

On such strange niches and on slow, steady evolution are new markets created.

NEW NUTRITION BUSINESS © New Nutrition Business 1

MOOBOO DEBUTS IN GLASGOW, SCOTLAND MOOBOO DEBUTS IN GLASGOW, SCOTLAND

January 20166



E D I T O R I A LE D I T O R I A L

Lab-grown meat risks creating a dietary

underclassCan lab-grown meat transform the world and human health for the better, or is it going to be, at best, a niche product that the majority of consumers will firmly reject?

Scientists are often optimistic people, motivated by the desire to improve lives. But when you move out of the lab and into the commercialisation of science, you need to park your optimism and apply a cold, critical eye. But at a conference held in New Zealand in late 2015, a dangerous lack of clear thinking was in evidence among the developers of lab-grown meat.

Professor Mark Post of the University of Maastricht in the Netherlands was in New Zealand speaking at a future of farming conference as a guest of Callaghan Innovation, a science commercialisation organisation backed by the New Zealand government.

Professor Post first got involved in a Dutch government-funded programme investigating laboratory-grown beef in 2008. The first lab-grown burger patty was presented to the world in 2013. The “meat” is made by harvesting muscle stem cells from a living cow, which are fed in a controlled environment so they multiply and grow into strands of meat protein about a centimetre long and a few millimetres thick. Vegetable-based extracts such as amino acids, yeast, and algae that are standard in food technology are added to improve taste, texture and colour and thousands of strips are layered together to form a burger.

Maastricht University has reportedly set up a spin-off company with an investment of €10 million ($11 million) to build a plant to prove that cultured

meat can be produced at scale. Post said cultured meat could be on sale in supermarkets within the next four to five years.

It’s estimated under the current technology and at scale the price will be around €65 ($71) a kilogram, which is more expensive than traditionally-farmed beef, but with increasing volume the price is expected to fall over time.

Already, by just the sixth paragraph of this article, food and beverage executives will have spotted the fatal flaw in the professor’s plans. From Europe to North and South America, consumers are telling the food industry that they want foods to be “as natural as possible”, free from artificial additives and preservatives and other “bad” ingredients.

Everything that is being proposed by the backers of lab-grown meat runs utterly contrary to this powerful current.

And even if lab-grown meat has excellent sustainability credentials, there’s no evidence that consumers will trade their desire for foods to be simple, natural and least-processed for sustainability. GMOs, for example, are actively rejected by most consumers – because consumer beliefs about naturalness and simplicity trump science. People want the food industry to provide both, not either/or.

These same people will put lab-grown meat in the same box – an example of “bad science” interfering with nature.

What of the future? A New Zealand media source called BusinessDesk reported Professor Post as predicting that in 25 years cultured beef will have virtually totally replaced reared beef on plates.

For that to happen, every one of the forces driving consumer choice today

would have to be totally reversed – and the evidence is that they are getting stronger, not weaker.

Happily for the investors in lab-grown meat, there’s a niche for every idea. The quest for an alternative protein source began in earnest in the 1960s and one of the most successful inventions of that period was Quorn, the “fifth protein”, produced by fermenting soil fungus. Today, after 25 years on the market, Quorn is a successful niche brand. In taste and texture it is very close to meat, the price is affordable and the product is well marketed. Quorn has Europe-wide sales of around €250 million ($271 million). That’s the size of the prize for lab-grown meat – if it’s commercialised as effectively as Quorn has been.

The only way that lab-grown meat can be bigger is to be cheaper – so cheap that people on low incomes (say the bottom 20%) can overlook its failure to be natural. But the remainder of the consumer market will be consuming premium, grass-fed meat, or dairy, or seafood, or will be vegetarian. To be cheap and to be unnatural is a double marketing error.

And if the 20% take up lab-grown meat, the unintended consequence of this science will be the emergence of a new type of dietary underclass whose children only ever eat factory protein, while the children of higher income families enjoy protein from a variety of natural sources. That’s not the kind of outcome that optimistic scientific researchers look for, but it is a reflection of how markets behave – and in this case it’s an outcome that is more probability than possibility.

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E D I T O R I A L

The long slow decline of the juice and smoothie businessThe beverage business is undergoing radical change. We forecast in NNB last year that “juice and smoothies are going to follow colas and other carbonates onto the path of a long slow decline”. And already it’s clear that if you follow our suggestion that “the smartest thing a smoothie company could do is to sell coconut water” you could be on the right path.

New evidence from the UK market confirms that a big change in beverage habits is firmly under way:

1. In 2015 the UK’s £1.84 billion ($2.7 billion/€2.5 billion) juice and smoothie category declined by 3.5% by volume, 4.4% by value. This came on top of a decline in 2014 of 6.5% by volume and 3.5% by value.

2. The decline of market leader Tropicana continued, with sales down 7.1% in 2015, following a 6.8% drop in 2014.

3. Innocent, the second-biggest player, experienced a sales fall of just 0.3% – but only because the company started marketing coconut water

and sparkling water, which went some way to offset the underlying decline in the smoothie business.

4. Stevia’s failure to get consumers drinking juice was underscored by the decline in Tropicana’s low-sugar, stevia-based juice drink Trop 50, whose sales fell by 14.2% in 2015.

It isn’t difficult to find what people are drinking instead:

Plant waters. Coconut water – an all-natural product which has fewer calories and less sugar than juice – experienced a 74% jump in sales to (on a very conservative estimate) £44 million ($64.9 million/€59.8 million). Vita Coco, the

market leader, experienced a 28% sales increase but after Vita Coco the biggest contribution to category growth came from Coca-Cola-owned Innocent, which began selling coconut water in mid-year,

earning retail sales of over £5 million ($7.4 million/€6.8 million) in just six months and saving Innocent from a bigger overall loss of business. As we show in our Case Study of Tapped birch water – a northern European-sourced alternative to coconut water – plant waters are becoming more common, their growth fuelled by entrepreneurs. The products appeal to people concerned about the sugar content of juice and who want something with taste and all-natural credentials. As they become more available in mainstream distribution, more and more people will choose plant waters. It’s one of those rare moments when what’s on the horizon is very clear.

Bottled water sales rose by 9.3% by volume and 9.4% by value in 2015, following a 2014 increase of 11.2% by value and 8.9% by volume. Danone’s market-leading Volvic and Evian brands experienced 8.7% and 5.7% growth while Nestle’s Pure Life experienced 26%

On the left, the past, on the right, the future?

January 20168



sales growth. In fact, every one of the top-10 water brands increased its sales. The £81 million ($119.5 million/€110 million) growth in the bottle water market matched also exactly the decline

in the juice and smoothie market.

Energy drinks continue to defy doubters, with the £1.14 billion ($1.7 billion/€1.6 billion) market up by 1.3% in 2014 following a 3.1% rise in

2014. The Red Bull and Monster brands grew by 3% and 18% respectively. In part it is because the young male core consumers are at a stage in life where they are less concerned about sugar. And in part it is also a reminder that if you deliver people a benefit they can feel – with energy drinks that’s a shot of immediate, caffeine-fueled stimulation – they prioritise that benefit over other aspects of the product, even negatives such as sugar.

SUGAR CONCERNS

The reshaping of the juice, carbonates and waters market is being driven by consumer psychology around sugar:

• People are more concerned about

sugar in categories they perceive as healthy – or that present themselves as being healthy – than they are in indulgent categories.

• The presence of sugar in something that is presented as healthy – or which consumers have decided is a healthy choice – conflicts with their own views about what “healthy” means.

• Consumers find it easier to accept sugar in a product that’s “honestly indulgent” and makes no pretence at healthiness.

The challenge for juices and smoothie brands such as Coca Cola-owned Innocent and PepsiCo-owned Tropicana is that they have long depended on fruit juice and smoothies having a strong “naturally healthy” image. Increasingly, juices look like a less healthy choice to the most health-conscious people.

NEXT GENERATION WILL SHUN JUICE

If you are in the juice business and believe that, like King Canute, you can turn the tide think again. The next generation of consumers – those aged under 18 – are already losing their juice habit. Health-conscious mothers (often concerned primarily about dental health)

began limiting their children’s juice consumption, starting about 2000. An astonishing number of children today don’t consume juice even once a week.

The result of the shift in parents’ beliefs can be seen in the UK’s baby juice category, where sales fell by 24% in 2015 on top of a 21% fall in 2014. Market leader Heinz reinvented its juices as fruit-flavoured waters – but that did not arrest the fall in sales. The writing is on the wall – Danone-owned Nutricia has already pulled out of the market.

When the next generation reaches maturity, the last job you would want to have would be an executive in a juice company – unless, that is, it’s a juice company that has reinvented itself with a portfolio of plant waters and spring waters.

E D I T O R I A L

INNOCENT COCONUT WATER AD

In 2015 Coca Cola-owned Innocent launched its first line of coconut water – and a line of sparkling water blended with fruit juice.

Innocent coconut water has just 8.5g of sugars per 250 ml serve – compared to the 27.3g per serve in its mango and passionfruit smoothie (one of the company’s three top-sellers).

Within six months the brands had earned more than £5 million ($7.4 million/€6.8 million) in retail sales.

Data source: AC Neilsen, as published in The Grocer, December 2015

Not only is juice under pressure from healthier options in the beverage aisle, consumers are turning to healthier refreshment options in other aisles and UK sales of non-dairy milks jumped by 29% in 2015.

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The unstoppable rise of A2 milk

If you want your new product to succeed, there’s one well-proven strategy that you can follow.

Imagine that a company comes along with a simple, all-natural product that connects strongly to the “free-from” and naturally functional key trends and provides digestive health benefits. Despite being in a low-price, commoditized market, the brand is premium-priced and appeals to only a small niche of people. They may not share the health beliefs of the majority, but that doesn’t matter, because in an increasingly fragmented food and beverage market there is no single majority belief any more, just a universe of overlapping personalised beliefs. But the small niche grows every year, and after 10 years it has become a big, profitable niche.

What we are describing above is one of the strongest strategies that any company can adopt.

Products that are game-changers seem to be emerging constantly. We wrote about one of them in NNB back in September 2015, when we described how an idea that “once seemed like an odd niche product that was specific to Australia and of limited interest to other markets has proven itself to be a profitable niche, capable of success in a tough environment”.

That game-changer is A2 milk, a unique dairy business listed on the Sydney stock exchange, that has done well with strong “free-from” and digestive health messages. Once a start-up that most of the industry believed would never succeed, in its financial year ended September 2015 it achieved wholesale sales of A$155 million ($113 million/€104 million) – a 40% increase on the previous year. In its current financial year it is forecasting sales of

A$285 million ($208 million/€191.5 million) – see Chart 1).

First launched in Australia and New Zealand in 2004, a2 Milk is a standard milk with one important difference – it does not contain any A1 protein, one of the two main types of beta-casein protein fractions found in milk. The other main type is A2 protein, from which a2 Milk gets its name.

Most dairy cows produce both A1 and A2 proteins in their milk, but some produce only A2. Normally it isn’t possible to tell these cows apart. However, A2 Corporation has developed a straightforward, non-invasive genetic test – which it has patented – which makes it possible to do so. This means A2-only cows can easily be segregated from other cows in a herd to produce A2-only milk.

a2 Milk believes that many people who are intolerant to milk have an intolerance specifically to A1 protein. As a result, when they consume standard milk products, they may suffer symptoms of digestive discomfort, such as bloating, abdominal pain, nausea, diarrhoea and constipation.

These symptoms are not dissimilar to those associated with lactose intolerance. But A2 believes that many people may wrongly believe themselves to be lactose intolerant when they might in fact be A1 protein intolerant.

The company supports this hypothesis by reference to a number of studies published in peer-reviewed journals. Needless to say, the a2 milk story and the scientific evidence have been highly controversial.

A HIT DESPITE PREMIUM PRICE

But when placed alongside the mighty force that is consumer belief, scientific uncertainty is a weak thing and the A2 concept has been a hit with Australian consumers. From zero in 2004, by 2015 a2 milk had achieved an astonishing 9.3% share of Australia’s $1.1 billion (€940 million) fresh milk market. Milk sales also sustained a 10% annual growth rate.

These results were achieved despite a super-premium selling price of A$2.80 ($2.09/€1.89) per litre, compared to A$1.25 ($0.93/€0.84) for supermarket

A2 milk is almost an ideal product for health conscious urban Americans, who are the main drivers of the free-from market.

January 201610



E D I T O R I A L

own brand milk (private label dominates the Australian milk market). This 120% premium is all the more remarkable since Australian consumers are intensely price-sensitive and have been encouraged to be even more so by price wars between the two major supermarket groups – Coles and Woolworths – in which milk has been used as a loss leader.

Underscoring the selling power of a product that enables people to “feel the benefit”, the strapline used to market a2 Milk is “Feel the difference”. And clearly enough people do believe that they feel a difference.

A2 Milk has also joined the growing ranks of smart companies who are increasingly using e-commerce as a core part of their distribution. Like many other companies, A2 milk has found that direct-to-consumer e-commerce can be a powerful driver of sales.

In China A2 has quickly secured a niche in the country’s large, profitable and fast-growing infant formula market. Within less than a year, the company’s a2 Platinum infant formula brand has secured exposure on digital platforms in China, including selling direct to Chinese consumers through a dedicated

store, called “The a2 Milk Company” store on T-Mall Global (one of China’s biggest e-commerce platforms). Within its first four weeks of operation there were approximately 60,000 unique visitors.

The result of these efforts was that sales of a2 Platinum infant formula in the four months to 31 October 2015 grew tenfold, to reach A$38 million ($28 million/€26 million), representing 47% of the company’s total income, a result which A2 Milk rightly calls an “exceptional performance”. At the company’s annual shareholders meeting, a2MC Managing Director & CEO Geoffrey Babidge said, “Infant formula is emerging as a more significant growth driver for the company.”

Outside Australia, the a2 Milk company has been less successful. Its entry into the UK market, in partnership with German’s Muller Dairy, one of the biggest players in the UK market, has so far yielded little. In part this was because of a weak marketing strategy which saw the company drop the clear and easy-to-understand “feel the difference” message.

The a2 company also debuted in early 2015 in California, with the strapline “the milk that could change everything”.

a2 is almost an ideal product for health-conscious, allergy-fearing urban Americans, who are the main drivers of the free-from market globally.

The success of a2 Milk is a reminder that in every market there exist small groups of consumers who are willing to pay premium prices for products that match their needs and beliefs and which can be the basis for creating successful, profitable niche brands. In these niches the volume you sell matters less than the value you earn.

NICHE STRATEGY IS THE NEW REALITY

A2 has shown – as so many companies do – that a niche-focused, long-term strategy is the way ahead in an increasingly fragmented consumer market.

This is the new reality. What was new and emerging in 2006 is proven and well-established in 2016. And if you work for a company that cannot accept that this strategy should be the basis for its new business ventures, then the New Year is a good time to start looking for a new job!

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CHART 1: THE UPWARD MARCH OF A2 MILK

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January 2016 11


E D I T O R I A L E D I T O R I A L

A2 MILK GROWTH DESPITE CONTROVERSY AND COMPLEX MESSAGES

It has been a long and tortuous journey for a2 milk from its initial controversial positioning as a “diabetes fighter” to its positioning today as a milk for people with a protein intolerance. The chances are that the controversies are far from over.

A2 milk went on sale in Australia and New Zealand in 2003 amidst a media frenzy about the speculative links between consumption of A1 milk and increased risk of heart disease and type 1 diabetes.

The world’s first A2 milk specifically marketed as such was sold under the Jersey Gold A2 brand by Australian family-owned dairy farm and dairy processor Fairbrae Milk. Phil Denniston of Fairbrae told New Nutrition Business at the time that: “The response has been huge. We’ve had e-mails and phone calls from all around Australia from people wanting this milk because they have a child that has been diagnosed diabetic or autistic.”

Since then the a2 milk brand has undergone several incarnations – and taken a 9% share of Australia’s huge liquid milk market.

The argument about A1 versus A2 milk hinges on the A1 beta-casein protein, which occurs naturally in cows’ milk in most countries but which a small group of researchers have argued, controversially, is linked to increased risk of heart disease and Type 1 diabetes as well as autism and schizophrenia.

The leading advocate for A2 was Dr Corran McLachlan, who back in 2003 was CEO of New Zealand-based A2 Corporation, which was founded in early 2000 to market A2 milk and genetic test kits to enable farmers to identify whether their livestock were A1 or A2.

Whether a cow produces A1 or A2 is genetically determined. Jersey cows, for example, are mostly A2 while the much more widely used Frisian-Holsteins are 80% A1.

Dr. McLachlan – who died in 2003 – was a former academic scientist who spent five years researching the area and believed that he had found a very strong correlation between beta-casein A1 consumption and heart disease, leading him to conclude that beta casein A1 may be one of the most powerful risk factors associated with heart disease.

Dr. McLachlan filed a patent claiming the link between beta-casein A1 and heart disease and other illnesses – such as childhood type-1 diabetes – as well as a method of producing pure A2 milk.

In a study published in the New Zealand Medical Journal comparing data from 20 countries researchers Professor Bob Elliott and Dr Murray Laugesen found a correlation between the amount of A1 beta-casein and milk protein consumed in a country and the national rate of CHD. They also found a correlation between A1 beta-casein consumption and the rate of childhood type-1 diabetes. The researchers looked at health data from the English Channel Islands, particularly Guernsey, where milk has either very low or zero levels of the A1 protein. Guernsey showed the third-lowest rate of heart disease, behind Japan and France, which also produce primarily A2 milk.

New Zealand, on the other hand, has the third-highest rate of heart disease and the fourth-highest consumption of A1 milk. Back in 2003 most cows’ milk produced in New Zealand contained the A1 beta-casein protein. It is a similar situation in northern European countries such as Finland.

The marketing of A2 milk has been surrounded in controversy from the outset. To take just two examples:

• Dr. McLachlan said in a press statement the launch was an important day for A2 Corporation “as we are now able to offer consumers A2 milk which is free of the health risks associated with beta casein A1”.

• A2 Corporation asked a court to declare that dairy giant Fonterra should place a health warning on products containing A1 milk. The court subsequently found in Fonterra’s favour.

A2 Milk’s Australian website, www.a2milk.com.au

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E D I T O R I A L

Can newspapers predict obesity?Dispense with heavy sociological studies and regression analysis: It turns out the best way to predict future obesity levels in western countries is to read today’s newspapers.

That is the conclusion reached by researchers for the prolific Food and Brand Lab at Cornell University, which specializes in psychological connections to food. After analyzing 50 years of all the food words mentioned in major newspapers including the New York Times and London Times, their new study found that foods trending today will predict a country’s obesity level in three years’ time.

“POWERFUL IMPLICATIONS”

And Brian Wansink, director of the Lab, believes the finding has real usefulness. “If we can predict what obesity is going to be in a country three to five years down the road, it tells us whether we need to invest more in obesity prevention or, say, rebuilding roads or improving child care,” he told New Nutrition Business.

“It also has powerful implications for business, because if business knows that from three to five years from now obesity will be less of an issue, and they’re counting on some new, tasteless cracker crisp to become their hot new product, it may actually not turn out to be as big a deal as some other product they might want to introduce.”

The study, published in the journal BMC Public Health, analyzed all the different foods mentioned in stories in both Times and statistically correlated them with each country’s annual Body Mass Index, or BMI, a measure of obesity.

Mentions of sweet snacks were related to higher obesity levels three years later, while fruit and vegetable mentions were related to lower levels of obesity three years later. The number of salty-snack mentions was unrelated.

“The more sweet snacks are mentioned and the fewer fruits and

vegetables that are mentioned in your newspaper, the fatter your country’s population is going to be in three years, according to trends we found from the last 50 years,” said Brennan Davis, lead author and an associate professor of marketing at California State University at San Luis Obispo.

The finding, by the way, is consistent with the fact that, in general, obesity levels in both the US and UK didn’t rise over the last couple of years and may even have begun trending down.

Why didn’t medical, nutritional and scientific cognoscenti spot the connection? One reason, said Wansink, is that “economists and academics don’t predict trends; they just curve set. But who can predict trends? We figured that, although they may not know they’re doing it, journalists might be just those people. They always have to be coming up with something new and something that hasn’t already been reported 700 times.

“And in general they are really good at giving you an idea of what might be a new trend. Maybe they can foretell something. Maybe they’re either predicting what’s going to happen because they have seen it, or they give people an idea to do it. But there is a correlation.”

Thus, the researchers turned to newspapers to see if they were actually providing clues as to the future of obesity trends. Wansink’s team investigated whether mentions of “comorbidity” conditions that often occur along with obesity – including diabetes, heart disease, high cholesterol – could be predictors, but that didn’t yield good results.

“We also understood that journalists write about food-related stuff as well,” Wansink said. So the researchers took 100 different foods and categorized them into four different groups: sweet snacks, salty snacks, vegetables, and fruit. Then they went back to correlate mentions of those foods in 50 years of New York Times

and 20 years of the London Times. And they identified the predictive ability of journalism.

“So the best predictor of this year’s trend in obesity, besides last year’s trend in obesity, ended up being journalists, not epidemiologists,” said Wansink, who also is author of the book, Slim by Design: Mindless Eating Solutions for Everyday Life, and once headed the committee of academics that recommends official US dietary guidelines.

Wansink said the team considered the role of social media as a predictor of obesity trends. “But,” he said, “part of what social media tries to do is be edgy and ‘out there.’ That can also promote people talking about weirdo, fringy things that aren’t of general interest and don’t really reflect what normal people are thinking about.”

However, some experts differ from Wansink’s conclusion that obesity levels in the west have begun to improve or at least have stopped getting worse. In the US, for instance, data indicates that obesity among adults increased to 70% in the last few years from 60% in 2010.

“If it’s leveling off at 70 percent that would be good, but I have a feeling that we’re just analyzing data differently now,” alleged Colette Heimowitz, chief marketing officer for Atkins Nutritionals, a major weight-loss brand. “We haven’t really done anything to change the trend.

NOT OPTIMISTIC

However, Heimowitz said, there are “some indications that obesity is leveling off in adolescence. But considering the statistics, it’s still at an alarming level and not reversing.”

In any event, Wansink said, he’s not optimistic that public-health authorities in the west will make much use of the information uncovered by his team. “They’re a very conservative group of people in terms of opening up their minds to change in an innovative way,” Wansink said.

D A I R Y C A S E S T U D Y

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E D I T O R I A L D A I R Y C A S E S T U D Y

Skyr takes a tripDespite initial concerns that it would have only local interest, Arla is taking skyr – the traditional Icelandic yoghurt – into several European markets. Because its low-fat, high-protein formulation has universal appeal, only tweaks in flavour or marketing emphasis are needed to cross national boundaries. By Paul Gander.

Bente Fuglsig, global category director for yoghurt brands at Arla Foods in Denmark, admits to having been somewhat sceptical about skyr when she first encountered it.

“There was a symposium about Nordic food around 10 years ago, hosted by chefs from the region – including Iceland – in association with Copenhagen’s famous Noma restaurant,” she says. “I was introduced to skyr, but my first thought was that it was ‘very local’, something you needed to have grown up with in order to appreciate.”

At that point, she says, the health-consciousness of many consumers, and particularly the drive to avoid both sugar and high-fat ingredients, was not clear to Arla. The realisation only came later that a local product which has good health credentials in its original form can be perfectly positioned to benefit from much wider availability – strengthened, rather than weakened, by the narrative

of authenticity and local origins. “As consumers, we look for what is

authentic and natural,” says Fuglsig. “In skyr, you have something that people have eaten for centuries, and we liked the fact that it came from Iceland.”

In Iceland skyr has been a staple dairy food since about the 9th century. It provided a practical way to preserve milk in a region where the growing season is short and the nutritional needs of the inhabitants – leading hard physical lives in fishing and farming – were big. The highly-concentrated yogurt delivers about four times the amount of protein, calcium and vitamins of milk alone.

And skyr can have different sensory profiles, Fuglsig explains. Scandinavian countries have strong markets for sour, fermented milk products such as tykmaelk and fil, which are quite thin in consistency. “Arla’s skyr is mild, creamy and not too sour,” she says.

It is also very thick. One of Arla’s

marketing images shows a cup of skyr being turned upside down (and staying in the cup).

Arla launched its first skyr in Denmark in 2012, under the Karolines Køkken brand. Since then, most Danish variants have been positioned under the company’s Cheasy sub-brand, which spans 10 categories. By 2012, skyr was receiving plenty of attention in the Danish media, and Arla saw the Cheasy brand as being the best long-term fit.

NOURISHMENT OUTWEIGHS

PROVENANCE

“Cheasy products tend to be low-calorie, for people who take care of themselves and are careful about their figure,” says Fuglsig. For the Danish audience, there is no mention of skyr’s Icelandic origins.

Arla describes its target consumers as ‘nourishment-seekers’. “These are people with a specific mindset about what they

CLIENT: ARLA DESIGNER: JOB NUMBER: ARLSKM15012 ART DIRECTOR:

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STUDIO MANAGER

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PROOF READ

DESIGNER

Initials Date

ACCOUNT EXEC.

COPYWRITER

ART DIRECTOR

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BREAKFAST CONQUERED

ICELANDIC STYLE SUPER YOGURT

FAT FREEREDUCED SUGARHIGH PROTEIN

ARLSKM15012_Skyr_Granola_Master_48SH_v01.indd 1 29/05/2015 16:41

January 201614




like and what is important,” explains Fuglsig. “They may not know every detail about the product, but they make choices to live a better, healthier life.”

Arla communicates three benefits to its target audience:

• High-protein (11g per 100g of product)

• Low-fat• Low-sugar

FULLER FOR LONGER MESSAGE IN UK

However, messages are tweaked for different countries. For instance, when the dairy company came to launch Arla skyr in the UK in March 2015 (followed in quick succession by Germany and the Netherlands), the emphasis was rather different to Denmark. “We’ve developed the platform around sustained energy and staying fuller for longer,” Fuglsig explains. “High-protein claims, which have been going on for a while now, are also relevant to consumers.”

“For the German and Dutch markets, Arla skyr is talked about as being ‘Icelandic-style yoghurt’, with an emphasis on the ‘fuller for longer’ message. But it’s more down to what the product is and what it does. For the UK, it’s more of a brand-building campaign around Arla,” she says.

While all new markets have seen TV advertising, the ‘brand-building’ element really emerges in the UK’s award-winning TV ad, ‘The Messenger’. This features an Icelandic boy who runs around through the snow delivering messages, fuelled exclusively by skyr.

In fact, the UK launch was – according to Arla – something of a trial run to assess how best to export the Arla skyr platform into different national markets. “We want to give it the opportunity to travel,” says Fuglsig.

While the Cheasy range in Denmark spans large and small pots of yoghurt-style skyr (with fruit), drinking variants and tubs of skyr for use as an ingredient, Arla skyr as launched in the UK consists only of 150g (5oz) pots, with fruit layers, for breakfast or on-the-go and snacking,

ARLA SKYR IN DENMARK

ARLA SKYR IN DENMARK

ARLA SKYR IN GERMANY

ARLA SKYR IN GERMANY


ARLA SKYR IN THE UK ARLA SKYR IN THE UK

January 2016 15


D A I R Y C A S E S T U D Y D A I R Y C A S E S T U D Y

as well as a range of 450g (16oz) sharing pots.

Arla is tailoring its offering to suit different national eating habits. “The most common eating occasions in the UK are between meals or after dinner, and there are many between-meal opportunities in Germany,” Fuglsig reports. For the Netherlands and Denmark the emphasis is on larger pots of up to one litre for breakfast. These are the biggest-selling packs in Denmark.

Flavour-wise, there are differences between what options work well in the various major national markets. “We’re trying to align those variants as much as possible,” says Fuglsig. “For example, in terms of flavours, lingonberry is very Swedish, but it seems to work well in markets like the UK.”

Alongside natural skyr, UK flavours include honey, strawberry, apple & lingonberry, sour cherry and Nordic mixed berries.

Other variations include ‘yoghurt skyr’ in Denmark, which is creamier – and is being lined up as an international option under the Arla name as ‘creamy skyr’. Despite the thicker consistency, it retains its low-fat credentials.

As well as TV and outdoor advertising, and an online campaign focusing on “real people” with links to skyr, Arla has been putting its efforts into sampling. This has included staged events with pop-up ‘Icelandic houses’ where product samples are handed out.

In Denmark, the skyr products enjoy “100% distribution”, says Seerup. In Germany, the main retailers stocking Arla skyr are Kaufland, Metro, Kaufhof, Rewe and Edeka. In the UK, it is stocked by Tesco, Asda, Morrison’s, Waitrose and Sainsbury’s.

Price points are “on a par with the branded competition” in all these markets, says Fuglsig. In the UK, Arla

skyr is available via Ocado for £1.80 ($2.66/€2.45) for 450g (16oz), compared with £1.20 ($1.77/€1.63) for 500g (18oz) of Waitrose own-brand low-fat yoghurt and £1.40 ($2.07/€1.90) for 450g (16oz) of Onken yoghurt.

“I think the potential for this product is definitely big,” says Fuglsig. “Nor do I think we’d see ourselves limited to Europe with this. I think it could work in the US, but there may be other markets, too, given its strong message around sustained energy and staying fuller for longer.”

let in thegoodness

MOUNTAINS OF STRENGTH ICELANDIC STYLE SUPER YOGURT

FAT FREEREDUCED SUGARHIGH PROTEIN

January 201616



S T A R T- U P C A S E S T U DY

Sales soar for savory yoghurt pioneer

Savory yogurt is an idea whose time has come in the US market, and a two-year-old startup named Sohha Savory Yogurt is one of the many small companies pushing the concept further. By dale Buss.Based in the Bronx borough of New York City, Sohha began as the brainchild of a professional couple, John and Angela Fout, who believed that the high-quality, unsweetened style of yogurt on which Angela grew up in Lebanon could succeed with the diversifying American palate, first on a very small scale and, now, with ambitions to go nationwide.

Sohha is a strained yogurt that is sold plain or in a tangy flavor in its packaged form – both containing just milk, cultures and sea salt – and, in a foodservice setting, with available mix-ins such as spice-infused olive oil. It has no preservatives, no added sugars and no thickeners.

But it is pricey. A 6oz (170ml) single-serve Sohha retails for $3.50 to $4 (€3.22 to €3.68), equivalent to $23.50 (€21.63) per litre. The 16oz (455ml) size retails for about $10 (€9.20) and the 32oz (900ml) tub sells about $18 (€16.56). Sohha at this point is only available in Whole Foods Markets in the Northeast, in a few dozen specialty grocery stores in New York City, and in the brand’s own retail store in New York City.

“At the time we started, we didn’t realize we were at the right time and the right place, but after a few months we realized that we couldn’t have done it with better timing,” co-founder Angela Fout told New Nutrition Business. “Now a lot of people are copying us.”

Of course, Sohha Savory wasn’t the first company to advance the notion of non-sweetened yogurts to Americans who have become increasingly adventurous about yoghurt flavours. The Blue Hill Yogurt brand also debuted in the Northeast a little earlier with yogurts using ingredients such as tomato, beet,

carrot, parsnip and butternut squash – based on recipes that the company had served at its Blue Hill restaurants in New York – and made with milk from grass-fed cows on small family farms.

For their part, Angela, an English professor, and Wall Street trader John – who met in Beirut – began thinking about her family’s generations-old yogurt recipe when they started feeding their infant daughter “and realized that most yogurt in the US has sugar,” Angela said. “Families need to have a good yogurt for children. It’s high in protein and low in sugar when you strain it naturally. It’s like having other staples in the home, like cheese and eggs.”

Plus, Angela said, “I’ve always been passionate about cooking and food because I learned from my mom.

Everything is from scratch.” The couple began tinkering with recipes that became Sohha’s because, in Lebanon, “that’s how you eat yogurt, not with honey or jam,” Angela said.

There are a number of keys to the appeal of Sohha. It’s made from hormone-free milk from grass-fed cows living on “sustainable” farms in the nearby Hudson Valley. It’s got the simplest of ingredient lists and no “bad stuff”. Its mouthfeel is pleasingly substantial, consumers have reported. “When you strain it, you take out the whey naturally, and you use more milk,” Angela Fout explained.

Because it’s packed with milk, Sohha provides 18g to 20g of protein per 8oz (226g) serving – quite a wallop of protein for American consumers who’ve become

January 2016 17


S T A R T- U P C A S E S T U DY S T A R T- U P C A S E S T U DY

protein-mad. Meanwhile, there are only 4g to 6g of sugars, all of it naturally present in the milk.

Its savory presentation opens up multiple possibilities for enhancing Sohha. The Fouts began by offering it with seasonings such as zaatar, a Middle Eastern mix of thyme, sumac and olive oil, or “Everything Bagel”, which includes pine nuts, poppy seeds, sesame, garlic and onion. Other mix-ins include pomegranate syrup, molasses, nuts and other oils.

In a market or foodservice setting, Sohha comes in to-go cups or on pita sandwiches as well. Or Sohha can be mixed into drinks with lemonade, or bought and used as an ingredient in cheesecakes and other desserts.

In mid-2013 the Fouts took their products to local farmers’ markets, and soon the famous Chelsea Market in Manhattan invited Sohha Savory Yogurt to take a spot there. “That got us a lot of attention,” she said, “and within nine months we were named a favorite yogurt of New York magazine.”

“We taught people to eat yogurt savory, which Americans hadn’t done,” Angela Fout said. “Customers say it’s addictive. People are just more open to eating healthier yogurt, too, which is what our customers tell us. And they’re willing to try it because they’re cutting out sugar.”

But soon arose the issue of scalability. For two years, the Fouts simply worked and grew their business alone out of a 700 sq ft (65 m2) kitchen, with John sometimes sleeping there. And they still meet expanding demand for Sohha in three ways: by dispensing it at local eateries; through the company’s own retail storefront in New York (Sohha has pulled out of Chelsea Market); and via its growing distribution deal with Whole Foods.

Sohha just signed for a 5,000 sq ft (464 m2) new kitchen and has added a handful of employees. The next step, Angela said, might be to go north out of New York City into the Hudson Valley “and get a plant and machines so we don’t have to do all hand-packing.”

“Now people write us from all over saying they want our yogurt,” Angela said. “As we grow more, if people want Sohha on the west coast, like if we go to California, we’ll have to do the same thing there, with local farmers. We’re not going to ship yogurt across the country; it doesn’t have preservatives. Its shelf life is about six weeks as it is.”

Price is still an issue for Sohha, Fout conceded. “It’s pricey for yogurt, but it’s like cheese: If you want a premium cheese, you have to pay the price,” she said. “And we wanted to use high-quality milk. That isn’t cheap, even at wholesale. And I’m in New York City paying local wages, not in Idaho paying nothing” – a reference to the new Chobani Greek-style yogurt plant in the western United States.

Along the way, Sohha has been experimenting with other aspects of its business in addition to production and distribution – packaging, for example. The couple really wanted to present Sohha in glass jars “before anyone else put yogurt in glass jars,” Angela said. But they quickly discovered why no other yogurt maker had done so: “Liability – if a jar cracks or breaks, you’re done.”

Still, Angela Fout discounts any notion that Sohha is growing in a reactionary or unplanned way toward greater success. John Fout has an MBA, and “from the beginning,” Angela Fout said, “we’ve had a business plan for up to five years. But things have just accelerated. We are months and even years ahead of where we thought we would be at this point.”

Sohha’s simple yogurt – just milk, cultures and sea salt – can be pepped up with savory mix-‐ins such as Everything Bagel, an olive oil-‐based topping with toasted pine nuts, poppy seeds, sesame seed, onion and garlic.

Sohha’s simple yogurt – just milk, cultures and sea salt – can be pepped up with savory mix-ins such as Everything Bagel, an olive oil-based topping with toasted pine nuts, poppy seeds, sesame seed, onion and garlic.

Sohha’s simple yogurt – just milk, cultures and sea salt – can be pepped up with savory mix-‐ins such as Everything Bagel, an olive oil-‐based topping with toasted pine nuts, poppy seeds, sesame seed, onion and garlic.

January 201618



B E V E R A G E C A S E S T U D Y

Birch water brand taps into growing plant-water categoryWith multiple birch water brands now jostling for attention in UK markets, Tåpped stands out with its eye-catching packaging, simple messages and original flavours. By Paul Gander.Birch water in the UK shows how a new category can quickly become competitive and challenge new entrants to add a fresh and distinctive dimension to their product if they want it to stand out. The team at Tåpped has done this, translating its experience with Innocent and other brand-owners into attention-grabbing packaging, an original flavour range and some clear messages about nutrition. Meanwhile, Whole Foods Market (one of the chains where Tåpped is now listed) underlines the way that simply being in the right place at the right time can do wonders for a brand.

DISTINCTIVE

Co-founder of Tåpped Paul Lederer estimates that there are now six birch water brands in the UK, plus a further three maple waters. Sealand Birk remains probably the most visible of the birch brands internationally. As little as a year ago, it was largely unchallenged in the UK category.

Tåpped, which was launched in May 2015, uses packaging as a key point of difference. With Sealand Birk offering polyethylene terephthalate (PET) bottles (and now cans for a carbonated variant) and other brands using cans or glass, the founders were looking for something distinctive. In addition, Lederer wanted to avoid the 330ml Tetra Pak cartons which now dominate many of the better-for-you single-serve drink sub-categories such as coconut water.

The brand sources its birch water from Nordic Koivu (see NNB May 2014), a Finnish supplier that has expanded rapidly to export premium product under its own brand while offering contract-filling for international partners. As part

of this service, it works with the Lamican 250ml cylindrical carton, aseptically filled and containing foil, board and polyethylene layers. Tåpped is currently using this pack, with striking grey-on-white graphics reminiscent of birch bark.

For now, the aperture at the top of the can is sealed with a non-reclosable foil tab, but Lederer says he is considering moving to the screwtop closure which Nordic Koivu is now offering.

Tåpped launched with three variants: • Unflavoured• Bilberry & Lingonberry• Apple & Root Ginger

This is another key differentiator given that Eastern European brands have opted for flavours which are traditional in that region, such as mint and rosehip, says Lederer. Sealand Birk offers Ginger & Lime, Blueberry, Elderflower and Raspberry, as well as Original flavour.

Pure birch water has a notoriously understated taste that some have likened to mineral water with a high

mineral content. “Even our Bilberry & Lingonberry flavour, for example, still retains a subtlety, a lack of sweetness – almost a tartness,” says Lederer, pointing out that there is 24% juice in this variant. There are no added sugars in any of the products.

“We’d love to have a wider range of Tåpped products in different sizes and flavours for global markets,” says Lederer, adding that the brand has already registered interest from North America and New Zealand.

UNSWEETENED REFRESHMENT

There is a multitude of micronutrients present in birch water, with proportions varying from region to region depending on the constitution of the soil. But key minerals include manganese, potassium, magnesium and calcium.

Under EU regulations, to be able to mention that a product is a source of a given nutrient, it must contain at least 15% of your daily reference intake (RI).


Tapped’s striking packaging, which looks like birch tree trunks, helped win the brand shelf space.

January 2016 19


B E V E R A G E C A S E S T U D Y B E V E R A G E C A S E S T U D Y

In the case of Tåpped, this is true for manganese, which is highlighted on the back-of-pack.

The unflavoured variant has just 10Kcal per pack, which is around a quarter of the calories of coconut water, says Lederer. The other two flavours have between 35Kcal and 40Kcal per 250 ml carton.

“It’s a great way of getting unsweetened, healthy refreshment,” he says. “But with the original, especially, you have to manage expectations in terms of the flavour, it’s so subtle.”

BUILDING AWARENESS WITH SAMPLING

He adds: “Up until recently, few people had heard of birch water or knew what it was. Our job is to explain why people should drink it. We’ve staged no fewer than 60 samplings across our customers in September. And increasingly, we’re hearing: ‘I’ve heard of birch water, and I want to try it.’ Awareness is building.”

The company organises events and promotions at yoga studios, gyms and similar venues, using Instagram and Twitter to spread the word. It also creates merchandising displays where possible, for example at Whole Foods Kensington in London and the Ethos restaurant.

The three partners in the venture are all ex-Innocent employees. As well as Lederer, there is co-founder Charlie Hoare and freelance creative expert

Tansy Drake. Lederer himself was with Innocent

Drinks between 2006 and 2010, before the brand was fully taken over by Coca-Cola. He calls the company “a breeding ground for entrepreneurs”. “There were so many talented and intelligent people there who were all bitten by the entrepreneurial bug,” he explains.

After taking business studies and marketing at Bournemouth University, he spent five years with Nestlé at the beginning of his career, three with Danone (where he says he had his first real lessons in innovation) and later with other products of the Innocent diaspora such as Peppersmith and Jools bubble tea.

Asked why he chose birch water for his own entrepreneurial venture, he says: “Having stumbled upon it – and liked it – it seemed like the best opportunity to do something with tree waters. It happened at about the time that maple water was taking off in the US. But for the UK, birch is harvested closer to home, has more of a European feel and has a lovely image of purity.”

He sees birch water as just one facet of a more interesting bigger picture. “It’s the growth of the overall plant and tree water category that is exciting,” says Lederer. “There’s this interest in natural, better-for-you, generally untampered-with product, usually with no added sugar.”

He adds: “It’s all about creating the category, and to do that you need lots of

brands all championing the idea of birch water.”

Media coverage has been very helpful too, he admits, in educating consumers about tree waters in general and birch in particular.

He points out that ‘organic’ is not a differentiator for birch water, given that the forests do not generally have problems with organic certification. But since 95% of a product must be of organic origin to carry the EU organic symbol, this only happens with the unflavoured Tåpped variant.

Lederer is enthusiastic about Nordic Koivu’s automatic collection process which combines “optimal quality” with “industrial scale quantities”. He adds: “They’ve developed unique quality controls and a traceability system which puts them ahead of their competition.”

PREMIUM PRICING

The brand is stocked by 100 different outlets in the UK, says Lederer, including Whole Foods, Planet Organic, Revital, Nutri Centre, Sourced Market as well as many independent health and wholefood stores, some cafés, specialist food shops and yoga studios.

“So far, we’ve been focused on establishing Tåpped in the health channel, but we are starting conversations with grocers,” he reports.

According to Lederer, recommended

TAPPED SAMPLING

TAPPED SAMPLING

January 201620




pricing for Tåpped is £2.49 ($3.82/€3.40), though some outlets sell at up to £2.95 ($4.52/€4.00) per carton. “It’s on a par with other birch waters, except Sealand Birk,” he says, which retails at £1.79 ($2.74/€2.43) for 330ml. He confesses to being as puzzled by the Danish brand’s pricing as he is by its sweetness. Sealand Birk, he reports, has 5g of sugar per 100ml. Maple waters typically have 2.7g of sugar, while Tåpped has just 1g.

On his product, the back-of-pack pointedly states: ‘not from concentrate’.

On pricing, he adds: “It’s a little bit more expensive than maple waters, which can tap into the maple syrup infrastructure, and most coconut waters, too, as we’re only harvesting once a year.”

ENERGY AND FOCUS

Daniel Rodriguez, UK buyer at Whole Foods Market, says there were a number of reasons why the store chose to stock Tåpped from launch. “It was good timing, and it had plain and different flavoured variants,” he says. “It is a British brand, so we were able to support something local.”

Lederer’s product was also important for Whole Foods in helping to create a new sub-category. “We wanted to launch into birch waters with the widest variety of plain and flavoured, still and sparkling, cans and cartons: visually, on-shelf, it had to create sufficient interest.”

Unlike other international brands, Tåpped is able to put a lot of energy and focus into its sampling campaign, says Rodriguez.

Of birch water generally, he says: “I don’t think it’s going to overtake coconut water. It’s not super-important at the moment, but at Whole Foods we like to experiment. There’s growing interest and press coverage.”

TABLE 1: NUTRITION SNAPSHOT TAPPED

Nutrition per 100 ml (250ml serving)

Energy 18kJ/4kcal (45kJ/10kcal)

Fat 0.1g (0.2g)

Saturates 0.0g (0.0g)

Carbohydrate 1.0g (2.6g)

Sugars 1.0g (2.5g)

Protein 0.1g (0.2g)

Salt 0.0g (0.0g)

Manganese 0.12g, 6%NRV (0.3mg, 15% NRV)

S T A R T - U P C A S E S T U D Y

January 2016 21


B E V E R A G E C A S E S T U D Y S T A R T - U P C A S E S T U D Y

Probiotic pioneers tackle positioning challenge

Fermentation entrepreneurs Lauren Temkin and her sister, Simone Temkin Wilcox, have found that their probiotic condiments may offer too much of a good thing. So the sisters are teaming up with chefs to help educate health-aware customers on the delights and benefits of their fermented sauces. Karen raterman reports.Lauren Temkin and Simone Temkin-Wilcox are sisters with a fermentation obsession. What started as home-made fermented offerings for family and friends has grown into a range called Cultured and Saucy, launched in early 2015, making them likely the first entrepreneurs to offer probiotic condiments.

But Lauren, a 20-year real estate veteran, and Simone, a trained chef and catering entrepreneur, have learned quickly that having a great tasting, innovative product with a long list of health benefits – the products are prebiotic, gluten- and dairy-free, vegan and paleo-friendly - offers no guarantee of distribution or quick success. In fact, the wide health halo has presented some formidable challenges to positioning the products.

The obsession with fermentation began for Lauren when their father was diagnosed with ALS (Amyotrophic Lateral Sclerosis or Lou Gehrig’s disease). Lauren began reading about the health benefits of fermented food and started with the basics, fermenting garlic, cabbage and preserving citrus. “I started fermenting everything. Once you get to that point, you start looking at everything differently and what you can do with garlic and lemon to make things taste amazing.” Lauren’s first step was a gremoulada made

with lemons, garlic and parsley, which they served at Simone’s wedding. All of Simone’s chef friends liked it so much, they wanted to buy the marinade.

After taking some product to a fermentation festival, the sisters saw there was a gap in the market and Cultured and Saucy was born. What made them decide to make a business out of the sauce was the “insane” response they say they got from people who tasted the products. But great taste was just a bonus for the sisters, whose key motivation was to bring consumers the health benefits of fermented foods, which are preserved with healthy bacteria that are beneficial for a healthy digestive system.

Bolstered by growing interest in fermented foods, the fledgling company received early recognition by experts in the trade, including America’s so-called Supermarket Guru, Phil Lempert – who reviewed the products as a pick of the week – and by the Specialty Foods Association, which nominated Cultured and Saucy as a finalist for its SOFI Specialty Foods Awards out of more than 2,700 entrants. The company’s Lime Chili Cilantro Salsa took second place in the Best Salsa or Dip category. “I now understand, looking at New Nutrition Business’ 10 Key Trends, why we got into this and why we were so well received,”

Lauren Temkin told NNB. “We hit five of the 10 trends! It is a fermented food, it helps with cravings, its naturally functional, free from gluten and aids digestive wellness.”

But the sisters quickly found out why there are not a lot of competitors in the space. “This is not simple to make and a few others may do this, but it is complicated and it takes a long time,” Lauren said. For one thing, producing products to sell at a larger scale proved difficult and, as such, the original condiments were coming in at such a high price point, close to $15.00 (€13.80) a jar, that they had to go back to the drawing board, Lauren noted.

The team worked for months to reformulate the products using nothing but raw food that still tasted great, but that came in at about $8 (€7.36) a jar. “At our core, we believe that we have to provide raw, fermented foods with inherently natural probiotics,” Lauren explained. This is different, she added, from most other fermented products that often use freeze dried foods, which are more stable and easier to work with. “Working with a live food is problematic because it bubbles and pops and behaves in a rude way,” Lauren noted, explaining that the process can produce some pretty interesting smells.

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S T A R T - U P C A S E S T U D Y

The next challenge was coming up with original flavours. They started with traditional recipes used for preserving lemons and fermenting garlic, and then added additional spices to create world flavours. The company currently produces six varieties including:

• Exotic Five Spice• Lime Chili Cilantro• Herbs de Provence• Lemon/Garlic/Dill• Ginger/Mint/Saffron• Citrus/Ginger/Curry.

The ingredient lists are simple and meet expectations for clean label. For example, the Exotic Five Spice contains onion, garlic, orange, lemon, lemon juice, purified water, chili, Himalayan salt, anise, clove, cinnamon, fennel and black pepper. Each 8oz (227g) jar has a suggested retail price of $7.99 (€7.52).

POSITIONING CHALLENGES

Although the accolades for taste got them off to a solid start, the Temkin sisters also realized that many good products fail if they are not clearly positioned in the market. They worried that the products were focused on too many trends, and it was a significant challenge to communicate those concepts on the product label, especially with their small, startup budget. “We are a small company, and it was hard for us to just focus on five words and narrowing down what we wanted to say,” Lauren recalled. “I don’t feel that we did as well as we could have in making the label an effective talking piece.”With all the potential product benefits, it was also hard to zero in on the best target

audiences. One of the biggest challenges they faced was having too many potential customers, according to Lauren. At a gourmet wine event, the consumers went crazy for the taste, but wondered why the probiotics were important. The die-hard “raw foodies” liked the products because they contain raw foods, and those interested in health understood oligosaccharides and prebiotics. “We were trying to educate and please too many people, so I don’t give us a high score on positioning,” Lauren added.

The company decided to focus on taste and health. The word probiotics is featured prominently on the label, with other health benefits such as gluten-free and prebiotics noted on a bottom band of the label. The website offers a more detailed explanation of the health benefits of probiotics, prebiotics, flavonoids for heart health and cancer prevention, the antioxidant properties of garlic and onion, citric acid for energy and the benefits of various spices, such as cinnamon for insulin sensitivity and rosemary’s potential to slow the progression of various diseases such as Alzheimer’s and Parkinson’s.

The Cultured and Saucy team also realized that most consumers needed help to understand how the products should be used. They can be served as marinades, to spice up other condiments, like sour cream, yoghurt and mustard, or to enhance the flavour of meats, seafood and poultry. “We are good in the kitchen. Our stepfather was a Cordon Bleu trained chef, so we grew up in that world, and we are comfortable with food,” Lauren noted.

The public comfort level, however, is taking longer to achieve, she added. To help consumers understand the possibilities of Cultured and Saucy

condiments, the team has made product usage and recipes a priority, emphasizing it on their website with a link to how to use the condiments front and centre on their home page. “We were a bit late with the recipe card idea. We should have done more of those right away,” she said. The site includes tips like using Ginger Mint Saffron condiment as an accompaniment to cheese platters and Chili Lime Cilantro as a topping for any Latin fare – and includes a chart showing appropriate pairings (see picture below). Many of the condiments work as a garnish for fish instead of lemon and make marinating the fish unnecessary. The condiments also work as a marinade for meats, preserving, tenderizing and infusing the meat with spices, Lauren explained. But cooking, she added, will likely kill the probiotics.

KEEPING IT SMALL

Because of the difficulty in product positioning and targeting, the sisters have made a conscious decision to stay small for the foreseeable future. They currently have distribution in Whole Foods Markets in California, Oregon and Washington, as well as some independent health food stores in California, and are not looking to go beyond that for now. “At the moment, we want to stay small, maintain control and keep things tight until we understand where we are going,” Lauren said.

That said, the company is also starting to work with local food service operations and restaurants because one group who knows exactly what to do with the Cultured and Saucy products are chefs. “Working with chefs takes away some of the challenges, and they can do amazing things with these products,” she said.

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S T A R T - U P C A S E S T U D Y N E W P R O D U C T S

Country Company Brand & Product DescriptionPART 1: NORTH AMERICA – FOODS & BEVERAGES

All new product information is sourced exclusively from Mintel’s GNPD (Global New Products Database), which can be visited at www.gnpd.com. Mintel can be contacted at 18-19 Long Lane, London EC1A 9PL, U.K.. Tel. +44-(0)20-7606-4533, Fax +44-(0)20-7600-3327

FUNCTIONAL & HEALTHY-EATING NEW PRODUCT LAUNCHESEach month we summarise new product launches from around the world.• Part 1: North America • Part 2: Rest of the World

BAKERYCanada Stonemill Bakehouse Stonemill Bakehouse High Protein +

Fibre Barley & Rye Artisan BreadIncludes 10 essential nutrients. High in protein and fibre, good source of zinc and magnesium, low in sodium and contains non-GMO ingredients. No added fat, sugar, dairy, soy, artificial preservatives or additives.

USA Grace’s Best Cookies Grace’s Best Sunflower Seeds & Rolled Oats Cookies

Contains healthy sunflower seeds, rolled oats, sweet cream butter and pure cane sugar. Only 130 calories.

USA Wonderfully Raw Gourmet Delights Oh My! Coco-Roons Mini Brownie Made with pure ingredients from around the world, supporting the wild, organic and sustainable movement, sweetened with organic maple syrup for its vitamin and mineral qualities. Free from GMO and gluten. Suitable for vegans and paleo diet.

USA Morning Sunshine Breakfast Cookie Morning Sunshine Kitchen Pro2Bites Dark Chocolate Flax Cookie Bites

With oats, tart cranberries, almonds, sunflower seeds, dark chocolate chips and omega 3 rich golden flax seed. A full day’s supply of probiotics per serving. High in protein and low in sugar. Free from cholesterol, GMO, high fructose corn syrup, refined sugar, artificial flavours or preservatives.

BREAKFAST CEREALSUSA Global Food Concepts Squeeze It Breakfast Apple

Cinnamon Multigrain CerealWith whole grains and real fruit, contains 80 calories.

CHOCOLATE CONFECTIONERYUSA Bissinger’s Bissinger’s Fig Balsamic Truffle Dark

ChocolateContains 75% dark chocolate, rich mission figs and a hint of heritage balsamic.

DAIRYUSA P.S. Let’s Eat Elli Quark Creamy German Style Sea

Salt Caramel Quark DessertAll-natural, gluten-free, probiotic product with no added sugars or preservatives. High-protein dessert is claimed to be similar to Greek yogurt but with a better protein-to-carb ration. Also available: Mint Chocolate Quark.

Canada So Delicious Dairy Free So Delicious Dairy Free Nog Flavoured Coconut Milk Beverage

Limited edition beverage features a holiday flavour, and is free from gluten, soy, dairy and GMO.

USA Malk Organics Malk Pure Unsweetened Cashew Milk Only pure ingredients, and is free of binders, fillers, scientific experiments, gluten, dairy and carrageenans.

USA Redwood Hill Farm & Creamery Redwood Hill Farm Blueberry, Pomegranate and Acai Cultured Goat Milk Kefir

No refined sugar or gluten. Features a Flourish formula with 10 live and active cultures and is a source of calcium, protein and essential minerals.

Canada Oatdeal the Healthy Choice Oatdeal Cinnamon Oat-Based Smoothie Mix with Milk

Wheat-free mix is made with 100% Canadian oats and is a source of calcium, protein and vitamin D.

USA The White Moustache The White Moustache Dates Handmade Yogurt

Made to a traditional recipe from a Persian village. Combines farm fresh milk, live cultures. Handmade and hand-packed product is free from sugar.

DESSERTS & ICE CREAMUSA Phinizy & Phebe Handmade Phin & Phebes Toasted Green Tea

Ice Cream with Hints of Organic Toasted Brown Rice

Handcrafted and free from rBST, gluten, stabilizers, preservatives, corn syrup and GMO ingredients. Sweet with nutty undertones with organic Sencha tea straight from Japan, roasted with brown rice and mixed with creamy ice cream.

FRUIT & VEGETABLESUSA Dole Dole Wild Blueberries Picked at peak ripeness, carefully washed and quickly fresh frozen after

harvest to lock in the natural flavor and nutrition. All natural product is unsweetened, a good source of fiber, just as nutritious as fresh fruit.

JUICE DRINKSUSA Mamma Chia Mamma Chia Seed Your Soul

Grateful Greens Kale & Mint Beverage

A blend of chia with kale, spinach and broccoli, with a touch of spearmint and lime juice. Organic and free from gluten, GMO and caffeine. Contains 2500mg of omega-3, 7g of fiber, 4g of complete protein and 45% juice.

USA Hain Celestial Group BluePrint Cucumber, Jalapeño, Cilantro, Lime, Apple, Cayenne Cold Pressed Juice

Raw and organic. Combines jalapeño with natural cooling properties of cucumber. Cold pressed, free from additives, gluten free.

USA EJZ Foods Sap On Tap Maple Water with Yerba Mate

Made from the dried leaves of the yerba mate tree. Contains antioxidants and only 40 calories per bottle, and features four times more manganese than a cup of kale. Re-hydrates with less sugar, stimulates focus and clarity, is a natural source of caffeine, is organic and free from GMOs, dairy and gluten. Said to have a smaller carbon footprint than coconut water.

USA Temple Turmeric Temple Turmeric Pure Fire Cider Super Tonic

Has Hawaiian Oana Turmeric, apple cider vinegar, ginger, lemon, mucuna seed, horseradish, orange oil, ghost pepper, vegan probiotic and cardamom. 100 billion probiotic organisms added to support immune system function, protein utilization and balance in the digestive system.

USA Campbell Soup V8 Mandarin Orange Kiwi Veggie Blend Beverage

A 75% blend of five juices and puree from concentrate, including carrots, apples, kiwi, potatoes, grapes and mandarin orange. Good source of antioxidants, vitamins A, C and E, and is free from added sugar, HFCS, artificial colors, flavors and preservatives.

MEALS & MEAL CENTERSUSA Apio Eat Smart Wild Greens & Quinoa

Vegetable Salad Kit with Strawberry Vinaigrette

Gluten-free kit comprises of carrots, red cabbage, kale, beet greens, broccoli, crispy quinoa, almonds, feta and a strawberry vinaigrette dressing. Excellent source of antioxidant vitamins, A and C.

USA Sweet Earth Natural Foods Sweet Earth Natural Foods Get Focused Functional Breakfast Burrito

A functional breakfast burrito to power up and stay strong. Made with a blend of plant-based protein and features ancient grains, fresh vegetables, and efficacious herbs and spices. With smoked gouda, cage-free eggs, kale, farro, meatless grounds and seasoned with rosemary. Contains 14g protein, 6g fiber, omega 3 (560mg), is high in vitamins A and C and is packed with ingredients that deliver magnesium and zinc for an alert and fully focused morning.

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N E W P R O D U C T S

OTHER BEVERAGESUSA Wheycoco Wheycoco Chocolate Flavored

Premium Whey Protein & Coconut Water Beverage

Helps provide instant hydration and muscle recovery. Gluten-free and vegetarian product consumed after exercise gives optimum benefits. With 20% coconut water, it provides 750mg potassium and 20g protein per serving.

Canada Global Gardens Group Veggemo Original Veggie Based Non-Dairy Beverage

A fortified pea, tapioca and potato beverage rich in calcium and vitamin D, excellent source of vitamin B12. Free of lactose, gluten, soy, GMO, and cholesterol.

USA Kombucha Wonder Drink Kombucha Wonder Drink Japan Raw Fermented Tea

Contains probiotics, enzymes, beneficial acids and antioxidants and is brewed from premium Darjeeling tea, Assam tea, spirulina, matcha, yuzu and miso. The Japanese inspired product is said to be invigorating, detoxifying and contain health boosting properties.

USA Beautiful Nutrition Beautiful Nutrition Beautritious Glycine Support Good Hair Day Drink Mix

Dietary supplement contains ingredients shown to: help significantly improve hair thickness; be necessary for the production of collagen protein found in healthy hair; amino acids glycine, proline and lysine, which help build collagen; reduce hair lost to combing and brushing; and support stronger and healthier looking hair. To be mixed with water, provides 2g glycine per serving. Free from artificial flavors, colors and preservatives. Also available: Beautritious Acne & Blemish Clearing Collagen Cocktail Drink Mix (with zinc and gugulipid) and Beautiful Morning Long Night Electrolyte Rebalancing Drink Mix (with B-vitamins and l-theanine).

USA Lightlife Foods Lightlife Organic Flax Tempeh Contains 15g of veggie protein per serving. With organic golden flax and organic soybeans and provides 750mg of omega 3 per serving. Tempeh is rich in protein and can be sautéed, grated, stewed or baked.

Canada Hain Celestial Group Yves Veggie Cuisine Sweet Potato & Chia Veggie Meatballs

Gluten-free vegan product is packed with veggies and is a source of fibre.

USA The Hain Celestial Group Yves Veggie Cuisine Vegan Kale & Quinoa Bites

Packed with veggies, excellent source of vitamin A and C.

RTDsUSA Strother’s Brewed Cold Strother’s Brewed Cold Coffee Juice

Coconut Flavored Coffee JuiceContains no GMOs and is gluten free. Roasted coffee beans and blueberries formulated and brewed cold to perfection, contains 1% juice.

SAVOURY SPREADSUSA Litehouse Litehouse Homestyle Ranch Veggie

DipMade fresh with canola oil that contains 1160mg ALA Omega-3 per serving. Free from gluten, MSG, preservatives and high fructose corn syrup.

SIDE DISHESUSA Andean Dream Andean Dream Organic Macaroni

Quinoa PastaMade with organic Bolivian royal quinoa. Allergen friendly, free from gluten, GMO, corn and corn fillers. Made from quinoa sourced from indigenous farming families.

Canada Cie 2 Ameriks GoGo Quinoa Tri-Color Quinoa Comprises white, red and black quinoa. Free from gluten and GMO and can be ready in 15 minutes.

USA Potomac Fine Foods Cava Mezze Quinoa Tabouleh Vegan product is handcrafted in small batches, and is free from gluten, dairy and cholesterol. No artificial additives or preservatives.

USA Star Anise Foods StarAniseFoods Vietnamese Brown Rice Noodles with Seaweed

Made from all natural non processed ingredients, good source of fiber. Low in sodium, free from gluten and GMOs, cooks in just one minute.

SNACKSUSA Yume Kitchen Twins Make Your Own

Toasted Coconut Kale ChipsGood source of vitamins A and vitamin C, free from preservatives, gluten and GMO. Can be ready in eight minutes.

USA Myos Corporation Re Muscle Health Peanut Butter Naturally Flavoured Crisp Bar

Clinically proven to build muscle, with Fortetropin, a fertilized egg based protein and lipid complex that increases protein synthesis and inhibits muscle degradation pathways. Rejuvenates with 20g of non GMO protein and other ingredients that help to sustain energy and get the user back to prime condition. Said to be the first non GMO ingredient clinically proven to improve muscle and overall body composition.

USA Gimme Health Foods GimMe Organic GimMe Chips Wasabi Flavored Seaweed Rice Chips

Contain organic brown rice, seaweed, lentils and sesame seeds. Low-calorie, low sodium, low sugar, gluten-free, vegans, vegetarian and high-fiber.

USA thinkThin thinkThin Chocolate Almond Brownie Unwrapped Protein Bites

Free from gluten and GMOs, and provides 10g of protein, 5g of fiber, and 170 calories per serving, wrapped in rich chocolate.

USA Real and Earthful Real and Earthful Trail Sprouts Cashew Crunch

Sweet and crunchy blend of cashews, cacao nibs, maca powder, and maple syrup, which is rich in beneficial fiber, copper and magnesium. Soaked in filtered water with Himalayan salt, and dehydrated until perfectly crunchy.

USA 180 Snacks 180° Organic Nutty Quinoa Bites with Blueberries and Rice

An oven baked healthy snack made using healthy ingredients and free from gluten and peanut.

USA Splitz Original Splitz Fiery Garlic Flavor Split Pea Crisps

Made from all 100% natural yellow split peas that provide 130 calories, 8g fiber and 7g protein. Free from gluten and GMO. A healthy snack alternative to potato and corn snacks. Great source of fiber and protein, naturally low in fat.

Canada Simply 7 Snacks Simply 7 Jalapeño Lentil Chips Contains zero trans fat and 40% less fat than regular chips. Free from artificial colours or flavours, preservatives, gluten and GMOs.

USA Food Should Taste Good Food Should Taste Good Pinto Bean Multigrain Bean Chips

With pinto beans, flax, sesame and sunflower seeds, and quinoa. Gluten free and a good source of fiber and is free from GMO ingredients, cholesterol, MSG, trans fat, and artificial colors, flavors or preservatives.

USA Rite Aid Rite Aid Dried Green Bean Snacks Excellent source of fiber and vitamin A, contain 5g of total fat. Canada Super Kale Super Kale Cheesy Delight Vegan

Cheese Kale ChipsA raw, super snack free from dairy, gluten and GMOs, an important source of vitamins A, B2, B3, B6, C, E, K, copper, magnesium, manganese, beta-carotene, calcium, omega-3 and sulforaphanes. Contains live enzymes, phytonutriments, dietary fibre and proteins.

Canada Fresh Gourmet Fresh Gourmet The Better Chip Beet Corn Chips with Sea Salt

All natural chips made from fresh, whole vegetables and wholegrain corn masa. Naturally gluten free, no GMOs.

WATERUSA Villa de Patos Villa De Patos Maguey Water with

Ginger and LemonRich in prebiotic fiber and free of additives, preservatives and added sugar, high pressure processed.

PROCESSED FISH, MEAT & EGG PRODUCTS

January 2016 25



Country Company Brand & Product DescriptionPART 2: REST OF THE WORLD – FOODS & BEVERAGES

BAKERYSouth Africa Planet Organic Planet Organic Raw 46 Gnaw on

NatureCreated at less than 46°C, to preserve vital nutrients, and are free from grains, gluten, dairy and refined sugar. Made with coconut sugar and features a low GI for balancing blood sugar levels. Contain coconut, Himalayan pink salt, coconut sugar and almonds.

Spain Alimentación Varma Mary Lee Harmony Cookies with Blueberries

Preservative- and colourant-free product features a reduced carbohydrate content. Contains proteins and wholegrain oats, a cereal with many nutrients and benefits which help improve digestion. High in fiber and low in salt.

Germany Grissin Bon GrissinBon Fagolosi Breadsticks with Cereal Flour

With natural ingredients and extra virgin olive oil, and sprinkled with iodised salt, making it a source of iodine which supports thyroid functions.

Greece Loukas Food Krithi Kai Elaion Barley Olive Oil Biscuits

Rich in fibre, with 15% olive oil, no preservatives.

Germany Nébar Norcrisp by DMNOR Germinated Soy Crispbread

Features Yaso, a GMO-free germinated soybean that is rich in fiber and protein. Has 180% more protein, 30% less carbohydrates than other gluten-free crispbreads. Gluten, yeast and lactose free, no additives.

UK Class Delta The Protein Works Lemon Drizzle Protein Mug Cake Mix

High protein dessert with 100% natural flavours and colours. High in protein and fibre, less than 4g of sugar per serving.

UK Warburtons Warburtons Newburn Bakehouse Gluten Free, Wheat Free, Dairy Free Mini Wholegrain Wraps with Ancient Grains

High in fibre and calcium, a source of protein and iron, and low in saturated fat. Made with five ancient wholegrains: quinoa, sorghum, teff, brown rice and maize.

Spain Panrico Panrico Cerealia Extra Thin Sandwich Bread with Oats

Made with sourdough and also contains a blend of nine cereals and seeds. Features a high fibre content and is a source of vegetable protein.

Australia M.E.B. Foods M.E.B Foods Superfoods Chickpeas Quinoa & Beetroot Organic Wraps

According to the manufacturer, chickpeas improves glucose levels, lipids and insulin levels for diabetes; contains iron, phosphate, calcium, magnesium, manganese, zinc and vitamin K; contains significant amounts of fibre.

Italy Esselunga Esselunga Equilibrio Kamut Wheat Flat Bread

Rich in selenium which contributes to normal thyroid and immune system functioning. Source of fiber and made with Kamut Khorasan wheat that ensures a high protein content.

Italy Mondelez Saiwa Vitasnella Cereal-Yo Cereal and Red Fruits Biscuit

Contains live lactic ferments and fibres. Made with wholegrain cereals and a mix of wheat, oats, spelled, barley and rye, which guarantees a daily source of fibres, vitamins, and minerals. Contains 30% less fat than standard sandwich biscuits, is enriched with calcium, magnesium, iron, vitamin E and B.

South Korea Samlip Food Samlip Table8 Nutrition Premium Finland Oat and Rye Bread

Made with Finish grown rye. High in fibre and is good as a diet bread as it provides high satiety.

BREAKFAST CEREALSSouth Africa Planet Organic Planet Organic Grain Free

Chocolate Bliss Paleo GranolaMade with cacao powder, cacao nibs and vanilla. With cacao which is a good source of magnesium, iron and zinc; chia seeds, Brazil nuts, and coconut. Higher protein, lower carbohydrates, and free from grains, gluten, dairy and refined sugar.

Australia Freedom Foods Freedom Foods Crafted Blends with Superfoods Lemon Myrtle, Bush Honey & Crunchy Chickpeas Cereals

Features superfood flakes blended with chia seeds, rich in magnesium, fibre, calcium, and protein; sorghum, a superfood containing high antioxidant proprieties. Contains buckwheat and brown rice, lemon myrtle, bush honey, crunchy chickpeas. Made with non GMO ingredients, free from gluten, nuts, wheat, dairy, eggs and soy. No preservatives, artificial colours or flavours, low salt. Also available: Pomegranate Cranberries & Goji Berries Cereals.

South Korea Emart Peacock Eomma Gijun Muesli Book Black Muesli with Black Rice & Blueberry

Made with black ingredients such as black bean, black sesame, egg plant, blueberry, black rice and grape, and contains natural fruit juice concentrate. Contains anthocyanin, glycitein, and phytochemicals. Also available: Green Muesli with Spinach & Kiwi, and Red Muesli with Strawberry & Beet.

Austria Gutschermühle Traismauer Willi Dungl Good Mood Wholemeal Muesli

All natural, rich in fibres, naturally sweetened with honey and date syrup, and free from raisins, preservatives and artificial flavourings. With 73% wholemeal cereals, 12% dried fruit, including redcurrants, blueberries, raspberries and hazelnuts, and 3.5% date syrup.

France Good Carb Food Company Lizi’s Low Sugar Granola Home-baked product comprises an oaty, nutty cereal with very little sweetness (has less than 4% sugar). High in fibre, with high levels of the soluble fibre beta glucans. Low glycemic index and perfectly measured for slow energy release to keep one feeling fuller for longer and avoid snacking.

CHOCOLATE CONFECTIONERYUK Doisy & Dam Doisy & Dam Organic Milk

Chocolate Coffee & Sprouted Buckwheat

Sprouted buckwheat is said to ease digestion, while cacao is full of antioxidants and flavonoids. Free from gluten and soya.

Ukraine Steviasun Korysna Kondyters’ka Milk Chocolate with Puffed Rice and Blueberries

Made from cocoa beans and natural cocoa butter with milk and Steviasun stevia extract.

DAIRYSwitzerland Lidl Milbona Skyr Blueberry Yogurt Traditional Icelandic cultured dairy product is made with microbial rennet,

features a high protein content, is low in fat.Mexico The Hain Celestial Group Coconut Dream Unsweetened

Original Enriched Coconut DrinkExcellent source of vitamins D, A and B12, contains three times more calcium than the leading brand, and less than 1g of sugar that is natural, not added. Its 3g medium chain fatty acids per serving are a natural source of energy. This non-dairy, lactose-, gluten-, cholesterol- and GMO-free drink is all natural and contains no artificial flavors, colors or preservatives.

Japan Azumino Shokuhin Kobo Emial Yogurt Refresher Beauty Red Yogurt Refresher with Acai

Made with strawberry, aloe, acai, blueberry, prune and yogurt. With 3% fruit juice content, is fat-free and contains iron and calcium.

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Sweden Skånemejerier Skånemejerier Yogurt-Quark with Pineapple & Coconut Flavour

Low carb, contains less sugar, is high in protein, free from lactose. Each pot provides 40g of protein and only 350 calories.

Austria Soyana Soyana Veganella Vegan Alternative to Mozzarella with Basil

Fairtrade organic product based on organic cashew kernels, gluten free, good source of fibre and 100% plant based.

Italy Granarolo Granarolo 100% Vegetale Soia Pineapple Flavoured Soy Yogurt

This 100% vegetable product is a source of fibre and vegetable protein, is low in saturated fat, contains fructose and added calcium, as well as vitamins B2, B12, D2 and E. Free from lactose and GMO ingredients.

Indonesia Fonterra Brands Anlene Actifit Mocha Caramello High Calcium Milk Powder

Features Bonemax formula that contains dietary fibre, high calcium, vitamin D, magnesium and protein. Provides 100% DV of calcium to help shape and protect bone and teeth density.

Netherlands FrieslandCampina Campina Optimel Herfst Plum Cinnamon Flavoured Yogurt

Skimmed yogurt which is free from fat and added sugar. Features 50% less calories than regular fresh dairy drinks, is sweetened with sweeteners, contains added B vitamins and calcium.

Sweden O. Kavli Skyr Pick Me Up Icelandic Yogurt Flavoured with beetroot, pomegranate, lemon and lime, sweetened with agave syrup. Has a fruit and vegetable content of 8.4%, is free from additives, and contains 200% more protein than an ordinary yogurt. Made with original Icelandic skyr cultures, has a fat content of 0.2% and is naturally protein rich and filling.

Singapore 4Care 4Care Balance Black Sesame Flavoured Cereal Drink

High in fibre, calcium, vitamin B1, vitamin B2 and vitamin E, lactose free. Made from jasmine brown rice germ with wheat germ, oats and black sesame.

Norway Tine Tine Laktosefri Biola Lactose Free Strawberry and Blueberry Flavoured Soured Milk

Fat free, made with bacteria cultures and contains vitamin D, useful for immune system.

Poland Arla Foods Arla Original Cheese Sticks for Kids Comprise full fat processed cheese, high in protein to support muscles, and calcium to support bone health.

South Korea Dongwon F&B Cow & Tree Calcium Enriched Cheese

Made with 25% cream cheese and 80% natural cheese, enriched with milk calcium and provides four times more calcium than the company’s standard cheese.

South Korea Emart Emart Walnut Yogurt Made with 15% walnut syrup and contains three types of probiotic lactobacilli.

DESSERTS & ICE CREAMItaly Nestlé Nestlé Health Science Meritene

Hazelnut Flavoured High Protein Cream Dessert

With 19 vitamins, minerals and proteins. Designed to address the nutritional needs of seniors.

Belgium Alpro Alpro Dessert Moments Soya & Coconut Dessert

100% vegetable and contains 30% less sugar than similar desserts. Naturally low in fat and free from colourings, preservative, lactose, gluten and animal fat.

HOT BEVERAGESJapan Kracie Foods Kracie Wakan Sozai Yuzu Tea Made with 100% yuzu from ginger, including the skin and juice, ginger,

jujube, ginseng, kuzu, satsuma peel and licorice. JUICE DRINKSBrazil Indústria e Comércio de Sucos

PalazzosAcana Natural Sugarcane Juice No added sugar or preservatives. Source of antioxidants, vitamins A, B

and C and minerals. Singapore F&N Foods F&N Fruit Tree Fresh Cactus Mixed

Juice DrinkMade from 100% juice and features crunchy aloe vera bits. Provides 100% of the recommended daily amount of vitamin C and one of two daily fruit servings. Free from added sugar.

Mexico Adina for Life Adina Holistics Coconut Guava with Lychee

An all natural vitamin-enriched fruit infused beverage with a mix of organic herbal extracts, tea concentrate and fruits.

MEALS & MEAL CENTERSUK Mini Nom Nom’s Mini Nom Nom’s South Indian Tiny

Thali Keralan Fish CurryA two course meal “loaded with health-giving ingredients” like tamarind with calcium and star anise which boosts the immune system. Comprises apple mint chutney, rainbow rice, veggie bonda and keralan fish curry which is rich in omega 3. Good source of protein and omega 3, contains no added salt, sugar, additives or preservatives.

Netherlands Artisan Grains Artisan Grains Snack Pot Mint Tabbouleh

Mix of couscous, quinoa, freekeh and edamame, seasoned with mint and herbs.

OTHER BEVERAGESAustria Toni’s Handels Toni’s Smoothei Smart Dirndl

Vitalising Drink with Raspberry & Red Current Juice

GMO-free product features eggs, six vitamins and two minerals, including selenium, vitamin B12 and biotin, and is a source of protein. Aimed at women, described as the ideal party drink and is free from added preservatives and artificial colourings. Provides the consumer with a glow, whilst biotin and selenium contribute to normal hair; vitamin A and biotin provide normal skin; and selenium gives normal hair and nails. Also available: Strong Guy Vitalising Drink with Peach & Passionfruit Juice aimed at men.

Italy Nestlé Nestlè Health Science Novasource Diabet Fruit Flavoured Nutritional Supplement for Diabetics

A dietary food supplement for medical use that contains 1.1kcal/ml, as well as 10g of soluble fibres and 24g protein per 500ml.

Norway Nutricia Norge Nutricia Fortini Smoothie Summer Fruit Nutritional Drink

A milk smoothie-style supplement for children between 1-12 years old. This high energy, nutritionally complete, fibre containing food is for special medical purposes for the dietary management of disease related malnutrition and growth failure. Contains real fruit and six different types of dietary fibre and is free from gluten and low in lactose.

Sweden Bertyn Bertyn Authentic Seitan Shoyu Protein Steak

Organic meat substitute made of wheat protein with traditionally fermented shoyu soy sauce. High in protein, low in fat, contains “0% junk” and is said to be a tasty meat and fish substitute with a reduced carbon footprint.

France Carrefour - CMI Carrefour Veggie Soya Balls with Baby Vegetables

Part of a new range of vegetarian-friendly products that are rich in colours and flavours and free from meat, artificial colourings and artificial flavourings. Made with carrots, beans and maize, they are rich in proteins and fibres. Also available: Soya Balls with Tomato & Basil.

Netherlands Van Haver Tot Van Haver Tot...Thai Sticks With Thai sweet chilli, as well as 33% wholegrain oats, which quickly provide a full feeling and lasting energy, whilst being a source of fibre, protein, vitamins and antioxidants. With natural ingredients, free from wheat and soy. Also available: Javanese Sticks with sate, peanut pieces and coconut, as well as 33% wholegrain oats.


January 2016 27


N E W P R O D U C T S N E W P R O D U C T S

SNACKSSingapore New Frontier Foods Ocean’s Halo Sea Salt Seaweed

ChipsCrispy and crunchy, made with seaweed, an ocean-farm superfood that is packed with protein, vitamins and minerals. Organic product is made with non-GMO and gluten-free ingredients, contains no preservatives, is an excellent source of vitamins A and B12, folic acid, riboflavin, manganese and iodine, and provides 6g of protein and 2.5g of fat per serving.

Australia Food For Health Food for Health Coconut Bars Made with nothing artificial, a naturopath formulated recipe and sweetened with 100% natural NatVia. Low-fructose bars are a good source of fibre, contain cacao, chia and linseed, and are free from gluten and GMOs.

Singapore Veganic Veganic Mediterranean Sea Salt Taro Chips

Made with 100% taro. Taro root is a rich source of vitamins and minerals and is high in fibre and antioxidants. All natural crisps contain no artificial colours, flavours or preservatives, are non-GMO and have no MSG. Gluten free, low in fat.

Germany Martorana Snacks Roberto & Giuseppe’s Pastinos Tomato & Sweet Basil Pasta Gourmet Snack

Made with 100% real Italian pasta, a low GI carbohydrate. Free from artificial colours and flavours, MSG and hydrogenated fat. Also available: Chianti & Olive Pasta Gourmet Snack and Arrabbiata Chilli & Tomato Pasta Gourmet Snack.

Sweden HKScan Flodins Crispy Pork Chips with a Hint of Jalapeno and Pepper

High in protein and made using 227g meat to produce 100g of final product. Also available: Pepper and Beef Snacks and high protein Smoky Chicken Snacks.

Malaysia Triple-M Products Triple-M Wasabi Flavoured Crispy Seaweed

No artificial colours or preservatives. High in protein, calcium, dietary fibre and rich in various vitamins and minerals. This highly nutritional seaweed is low in calories and free of cholesterol.

Singapore Olivos Gida Yag Tarim San Aegean’s Choice Extra Juicy Mediterranean Dried Mulberries

Contain 100 calories per serving, free from cholesterol, nut allergen, gluten and added sugar. The raw white premium mulberries are rich in fiber, and are excellent source of vitamin C, which is a very powerful natural antioxidant, rich in vitamin B6, niacin, riboflavin, folic acid and vitamin K. Great source of minerals including iron, potassium, manganese and magnesium.

New Zealand Tom & Luke Tom & Luke Trinity Sunflower Protein Bar

Good source of protein and an excellent source of fibre. Free from gluten, preservatives, additives, artificial colours and artificial flavours. Also available: Breakfast Apple and Cinnamon Oat Bar.

Greece Loukas Food Krithi Kai Eleon Bars with Chocolate & Cranberry

Made with wholegrain barley flour, walnuts, almonds, honey and real dark chocolate with 62% natural cocoa. Organic bars are rich in prebiotic fibres. Rich in beta glucans, omega-3 and omega-6 fats, which reduce cholesterol levels. Only 58.2 calories per unit and free from sugar and preservatives.

South Africa Nutriseed NutriSeed Nu Seed & Snacking Roasted Seeds with Kalamata Olives

A Greek inspired savoury seed-delicious snack mix of roasted sunflower, pumpkin and sesame seeds with sun dried kalamata olives. Contains mono-unsaturated oleic acid that helps lower LDL or bad cholesterol and increase HDL or good cholesterol in the blood. Also available: Turkish Fig & Date with Seeds & Nuts, and Roasted Seeds with Balsamic Vinegar & Himalayan Salt.

UK The Fabulous Bakers The Fabulous Bakers Fabulous Mango & Pineapple Bars

All natural, high in fibre and a slow release energy snack. Free from artificial colours, flavours, preservatives, added sugar, syrups and date paste.

UK Dilly & Wolf Dilly & Wolf Super Snacks Roasters Coconut & Chilli Roasted Peas, Beans & Seeds

Made using Hodmedod’s British-grown peas and fava beans with mixed seeds roasted in a Thai inspired dressing. High in fibre, source of protein and contains nothing artificial.

France Germ’line Germline Énergie Vitale Germinated Cereal Bars with Guarana & Chocolate

100% vegetable based and naturally free from gluten. Said to provide an exceptional, optimised energy supply thanks to its germinated seeds, which provide amino acids, active enzymes, vitamins and trace elements. Also available: Germinated Cereal Bars with Apricot & Fig.

Hungary Cofresh Snack Foods Eat Real Lentil Chips with Chili & Lemon Flavour

Contain 40% less fat than regular potato chips, free from gluten. Vegetarian and vegan product is rich in fibre, and is described as crunchy and crispy.

Hungary Crispy Natural Crispy Natural Crunch Me! Apple Chips with Toffee Flavour

Made from one fresh apple and are dried, not fried or baked. High fibre content and are free from fat, gluten, preservatives and artificial colours. Provides one of the five-a-day portions of fruit and vegetables and 55 calories.

Japan Ministop Ministop Yuzu Pepper Flavour Soy Snack

A high protein snack seasoned with pepper and yuzu from Kochi prefecture. Contains 40mg soy isoflavone.

SPORTS & ENERGY DRINKSNorway Scivation Scivation Xtend Green Apple

Hydration + BCAAs Recovery DrinkA dietary supplement free from natural and artificial flavours, contains 7g of BCAAs along with taurine, citrulline malate and a proprietary blend of hydration promoting electrolytes. The performance nutrition product contains natural and artificial flavors, zero calories, carbs and sugar, and is said to replenish electrolytes and support muscle growth and recovery.

Finland Arctic Warriors Arctic Warriors Warrior Roseroot & Nettle Extract

Suitable for relieving pressure and for recovery. Contains 100% natural herbs from Lapland, is free from ethanol, alcohol, gluten and milk and has a low glycemic index.

Germany Olimp Laboratories ES Olimp Stand-By Orange Flavoured Carbs & Protein Recovery Gel

100% doping-free formula features protein hydrolysate, BCAA and tri-carb, as well as electrolytes, vitamins and minerals, which refill the exhausted body.

Austria Huck Finn Deutschland Huck Finn Mind Refreshing Caffeinated Milk Drink

Said to be stimulating and to refresh the mind. Contains 52.5mg caffeine per 250ml and many vitamins.

Japan Mondelez Recaldent Fruity Citrus Mint Chewing Gum

FOSHU-certified product contains CPP-ACP said to help maintain strong and healthy teeth.

WATERSpain Vitamin Well Vitamin Well Upgrade Lemon and

Cactus Flavoured WaterLow calorie, non-carbonated vitamin and mineral enriched drink contains vitamin B6 and B12, which contribute to reduce tiredness and fatigue. Also contains magnesium, zinc and plenty of vitamin D that contribute to normal muscle function.

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I M P O R T A N T N O T I C E N E W P R O D U C T S

January 2016 29


I M P O R T A N T N O T I C E N E W P R O D U C T S

10 Key Trends in Food, Nutrition & Health 2016

Ordering is easy…see inside back cover or visit www.new-nutrition.com

Published December 2015

The New Nutrition Business 10 Key Trends is the only trend analysis dedicated to the business of food and health and the only one that will help you spot the difference between an enduring trend and a fad.

The 10 Key Trends present a mass of innovation and renovation opportunities for both big brands and entrepreneurial brands. For ingredient companies they help to make you as knowledgeable as your customers are.

In 2016 ingredients and brands that are “naturally functional” are surging, along with “good grains” and protein, while dairy is able to take advantage of its naturally health advantages as never before. Old weight management business models are failing, start-ups are carving new niches, low-fat eating is facing a long, slow death and every company that can is fighting for a piece of the snacking market.

The 10 Key Trends analysis uses clear and simple writing and a wealth of charts to help you make well-informed decisions about these big shifts.

PPT PDF

59www.new-nutrition.com

© New Nutrition Business 2015

SUMMARY• King of trends: The trend with the broadest influence, naturally functional overlaps with – and strongly influences

– almost every other trend. Wherever you look, naturally functional is being used to create new brands and new

categories.

• It is an innovation strategy: The biggest successes are coming from creating new brands and new product

formats.

• Naturally functional needs no health claims: When consumers can draw their own conclusions (thanks to

constant positive media attention to foods with natural and intrinsic health benefits) no health claim is needed.

• Proven to be the most powerful driver: Naturally Functional is behind the success of almonds, Greek yogurt

and dairy products in general (Key Trend 3), coconut water, almonds and pistachios – although simply choosing

ingredients with a health halo is not enough. Products must also perform in four other areas – marketing, processing

technology, science and convenience.

Naturally functional – three high-growth ingredients powered by the King of Trends

Key Trend 6:

10 Key Trends 2016

Naturally functional

What people want, more than anything else, is for

their foods and beverages to be naturally functional

– to provide a bene t that’s intrinsic to the food. Given the choice, they will always select a product

they perceive as naturally functional over one with

an added, science-based ingredient. Consumers’ desire for naturally functional foods

is in fact the biggest trend across all food and drink.

Naturally Functional is behind the success of almonds, blueberries, Greek yogurt, coconut water,

almonds and pistachios.The trend with the widest in uence, Naturally

Functional overlaps with – and strongly in uences –

almost every other trend. • Consumers’ desire for foods that are naturally

functional is the real driver of the plant-foods trend (Key Trend 7), not vegetarianism or veganism

• It is one of the driving forces in snacki cation (Key Trend 2)• And Dairy 2.0 (Key Trend 3) is essentially a

strategy of dairy as a naturally healthy whole-food

Wherever you look, Naturally Functional is being

used to create new brands and new categories. It is

an innovation strategy: The biggest successes are

coming from creating new brands and new product

formats.

Naturally functional needs no health claims: When consumers can draw their own conclusions no health claim is needed. The media

and the blogosphere also like naturally functional

foods and give them constant and positive attention,

thus helping to educate consumers and build awareness of new and exciting foods and drinks.Naturally Functional is one of the oldest

trends. And whether you are a branded foods company or an ingredient supplier, it’s already in uencing your strategy. Naturally Functional was

already showing such strength and durability in so

many categories back in 2005 that we wrote in New Nutrition Business:

“The advance of nutrition science is continuing to uncover a wealth of intrinsic health bene ts from everyday foodstuff s and producers of such intrinsically healthy foods are beginning to communicate these bene ts more and more.”

We then forecast that:“Over time the combined eff ect of such messages is likely to be to guide more and more consumers towards foods that carry the naturally healthy message. In the functional foods model of 10 years ago it was believed that health claims would be something that would be communicated only by specially-formulated products with added bioactive components.42

www.new-nutrition.com


CHART 15: TREND DIAMOND, KEY TREND 3, DAIRY 2.0

10 Key Trends 2016

Snackifi cation

CHART 16: PRODUCT LIFE-CYCLE, KEY TREND 3, DAIRY 2.0TECHNOLOGY CONSUMERS LIFESTYLE

CONSUMERS MASS-MARKETCONSUMERS

Solid line = sales volumes

Broken line = unit selling price

10% of consumers 30% of consumers

60% of consumers

SALES

19 www.new-nutrition.com© New Nutrition Business 2015

9www.new-nutrition.com


CHART 3: HOW THE KEY TRENDS INFLUENCE EACH OTHER

Trends don’t exist in isolation. The chart shows how each key trend overlaps with others – in some cases, with

all the other trends. The most powerful trends are the ones with the most overlaps.

KEY TREND 1: BEVERAGES REDEFINED

KEY TREND 2: SNACKIFICATION

OVERLAPS WITH ALL TRENDS!

KEY TREND 3: DAIRY 2.0


KEY TREND 5: REDEFINING SWEETNESS

KEY TREND 5: FRAGMENTATION


KEY TREND 6: NATURALLY FUNCTIONAL

KEY TREND 7: PLANT-BASED FOODS

KEY TREND 8: DIRECT-TO-CONSUMER

KEY TREND 9: PROTEIN

KEY TREND 10: FREE-FROM


THE GREAT

FRAGMENTATION

THE GREAT

FRAGMENTATION

BEVERAGESREDEFINED

BEVERAGESREDEFINED

THE GREAT

FRAGMENTATION

THE GREAT

FRAGMENTATION

BEVERAGESREDEFINED

THE GREAT

FRAGMENTATION

BEVERAGESREDEFINED

BEVERAGESREDEFINED

10 Key Trends in

Food, Nutrition &

Health 2016

by Julian Mellentin

Published by

NOVEMBER/DECEMBER 2015 ISSN 1464-3308

VOLUME 21 NUMBER 2/3

January 201630



S T A R T- U P C A S E S T U DYWe don’t believe in a ONE-SIZE-FITS-ALL APPROACHEvery business is UNIQUE and DESERVES a HEALTH AND WELLNESS STRATEGY that’s a PERFECT FIT.

Analysis of competitive landscape

Experts in start-ups

Marketing & communication strategy

How to connect to market trends Science

commercialisation

Growth strategyProduct development and ingredient strategy

Channels to market

Health and nutrition success factors Brand development

and positioning

Market overviews and case studies

Business models

Strategy tailored to country, category & regulatory environment.

Speak to us today about consultancy that is tailored to your needsContact Allene Bruce - [email protected]

January 2016 31


We don’t believe in a ONE-SIZE-FITS-ALL APPROACHEvery business is UNIQUE and DESERVES a HEALTH AND WELLNESS STRATEGY that’s a PERFECT FIT.

Analysis of competitive landscape

Experts in start-ups

Marketing & communication strategy

How to connect to market trends Science

commercialisation

Growth strategyProduct development and ingredient strategy

Channels to market

Health and nutrition success factors Brand development

and positioning

Market overviews and case studies

Business models

Strategy tailored to country, category & regulatory environment.

Speak to us today about consultancy that is tailored to your needsContact Allene Bruce - [email protected]

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